SERVICES USED: Pre-show Marketing, Lead Retrieval, Lead Distribution, Post Show Follow-up, and Reporting.

CHALLENGE:

When we started working with LifeScan in April of 2002, they were having trouble in the following areas:

Collecting Qualified Leads - Contact information was being collected and the leads were being qualified by the booth reps, however, very little of this information was being recorded for use after the show.
Rapid Lead Distribution - After each show, leads would need to be cleaned-up and the qualification information from the show needed to be combined with the contact info. Tradeshow leads were cold by the time they got to the sales force.
Reporting of tradeshow results - No reporting was currently being done.
Immediate follow-up with Attendees - Follow-up was being done by the sales department a month after the show.

The tradeshow manager had her hands full dealing with the logistics of the shows. Like most managers, she had many ideas about what she could do with the thousands of contacts they were making at the shows, but just didn't have the time to look into a better solution.

SOLUTION:

We started by simply making sure that this company had a lead retrieval system at each of their shows to collect information from the qualified leads they encountered at the show. To do this we used the NewLeads software package which reads shows badges, allowing them to scan the leads into a computer and then qualify them with a five (5) question survey and notes.

In addition, we created a program to get these qualified leads to the sales department immediately after the show. The sales department was able to prioritize the leads based on the questions that were answered onsite. The notes recorded on these leads were very helpful in many cases where a customer requested a sample, needed to see their rep or immediately wanted information about a specific product. We determined that the leads needed to go to third party contractor, in a very specific format, for additional marketing programs. We automated this process so that this organization would get the leads within 2 days of the close of each show.

Pre and Post show marketing were also identified to be areas that they could improve. We initially focused our efforts on designing a program that allowed them to automatically follow-up with the attendees that came by their booth via email. This message went out a few of days after the show, giving the attendees time to get settled after returning to the office. The message simply thanked the attendee for coming by the booth, notified them that a sales person would be calling, and gave them web links to the company's products on their website.

As our first and oldest customer, she has helped shape many of the services we offer today. Over the years, she has helped us as much, if not more than we have helped her.

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