Exhibitor Lounge wants to say thank you once more to Mr. Mike Gruenberg from GruenbergConsulting.com for the ROI series that we launched over the summer. It also gives me the ability to dig into his ROI subject matter a little deeper as a follow up. Today we want to focus on “show floor follow-up”.
I have attended hundreds of show floors and have been badged as an exhibitor and an attendee. I have visited many exhibits and exhibitors and have received the proverbial token email after the show never to be contacted again. I have also received the voicemail message with the same result. I have never contacted them back and I have never heard from them again. So what is wrong with this picture?
Bottom line – That polite conversation on the show floor with the attendee was nothing more than a polite conversation and a badge scan. There is no incentive on either side to continue a dialog. This usually occurs due to poor note taking on site and lack of a pre-arranged follow up that should have been initiated on the show floor. You never qualified the leads so you go through the follow-up motions with little results.
Put yourself in the attendee’s shoes. Imagine getting dozens of emails from post show follow up exhibitors. As the attendee you barely remember each conversation you had on the show floor and have little interest or incentive to provide a return response.
Leads should be categorized into hot, warm, and cool on the show floor. As Mike Gruenberg would tell you it is important to assign a follow-up person to each lead within a week after the show ends. This assignment should be done by the Marketing or Sales Manager with specific criteria to have the follow-up person report back all results. The Marketing Department should be the ones who keep the database of leads for ROI purposes which we will discuss later since it is usually the Marketing Departments budget that supports the show expenses.
Mike Gruenberg would plan a show floor sales strategy up front, train all the show staff on what he expects them to accomplish, incentivize the staff, and have qualified attendee leave the exhibit space with a full follow-up firmly in place. In Mike’s company’s case, the sales staff was rewarded financially for each trail they secured with an attendee signature and each attendee would sign up on site for a free trial subscription to a product offering. Each side was incentivized and rewarded and the dialog continued easily after the show floor. Oh yeah, the attendee signed a form to get the free product trial which was also a questionnaire that provided very specific details of the attendees needs. We will cover that in a later video.
Bottom line: Exhibiting with a purpose gets results. Incentivizing your staff and the attendee gets results. It is a win / win for everyone.
As always, please respond with your questions or comments and let others know about EXHIBITOR LOUNGE.COM. We will see you next week. Until then, I am your host Michael Gray telling you to RELAX in the Exhibitor Lounge.