Whether your company is a small start-up or a large multinational, research shows that exhibitions are the most effective way to connect with customers. This article will teach you how to capture data at an exhibition and ensure that everyone who attends leaves feeling like they’ve had an interactive experience and are eager to buy from your company.
Importance of capturing data
Data is critical for understanding how your exhibition is performing and for making informed decisions about future exhibitions. Without data, you’re flying blind.
As an exhibitor, you know the importance of generating leads at trade shows. But in today’s digitized world, capturing data is just as important as generating leads. Here’s why:
Data capture allows you to track the ROI of your trade show participation. In order to calculate your return on investment (ROI), you need to know how many leads were generated and how many sales were made as a direct result of the trade show. Data capture allows you to track this information so that you can calculate your ROI and make adjustments to your trade show strategy accordingly.
Data capture also allows you to segment your leads. When you have a database of all the contacts you made at a trade show, you can segment them by industry, job title, company size, etc. This information is valuable because it allows you to target your marketing and sales efforts more effectively. Segmented lists also tend to be more responsive than general lists, so you’ll see better results from your campaigns.
Finally, data capture gives you the ability to follow up with contacts after the trade show. Even if someone doesn’t buy from you immediately, they may be interested in your products or services later.
How To Capture Data
- Create a form with the important information you need to collect. This could include name, contact information, company, and any other relevant details.
- Print out the form or save it on your phone or tablet. (We recommend a Tablet)
- When you meet someone at the event, fill out the form with their information. ( Offer to fill it for them if they are in a rush)
- Once the event is over, enter the collected data into your CRM or other lead management system. This will allow you to follow up with everyone who expressed interest in your product or service.
Tips for Capturing Data
Most exhibitors are aware that exhibitions are a crucial part of their sales pipeline. Unfortunately, many exhibitors still neglect to build an effective lead generation strategy that enables them to capture the data they need at an exhibition. The result is poor conversion rates and wasted marketing dollars. Here are some tips to help you capture data effectively:
- Train your staff on how to collect data. Your staff should know how to collect data efficiently and accurately. Make sure they understand what information you need and how to get it from event attendees.
- Collect data throughout the event. Don’t wait until the end of the event to start collecting data. As soon as someone shows interest in your product or service, collect their contact information so you can follow up later.
- Once the event is over, follow up with everyone who gave you their contact information. Send them an email or give them a call to thank them for their interest and invite them to learn more about your product or service.
- Use tracking codes to measure the effectiveness of your marketing campaigns. You can use unique URLs or QR codes to track where visitors are coming from.
Use Google Analytics to track traffic to your exhibit website or blog. This will give you insights into which marketing channels are most effective.
Email Template for following up on a lead after an exhibition
If you’ve been to an exhibition, then you know how difficult it can be to follow up with all the leads you’ve collected. To help make things easier, we’ve created an email template that you can use to contact your leads after the exhibition.
Hello [Lead Name],
Thank you for coming by our booth at the [Exhibition Name] exhibition. We enjoyed speaking with you and are excited about the possibility of working together.
As we discussed, we specialize in [Your Product or Service], and we think we can be of great assistance to you. We would love the opportunity to discuss your needs further and see how we can help.
Would it be possible to set up a meeting sometime next week? We’ll come to your office or we can organise an online meeting.
Please let us know what time would work best for you and whether you have any questions in the meantime.
We look forward to hearing from you soon!
Exhibitions are a great opportunity to capture data about potential customers, but it can be difficult to know where to start. Our tips should help you get started on capturing data at your next exhibition so that you can make the most of this valuable marketing opportunity. Remember to focus on collecting quality data that you can use to improve your products or services, and you’ll be sure to get the most out of exhibiting at trade shows.
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