SERVICES USED: Lead Retrieval and Post Show Reporting.

CHALLENGE:

When we started working with this client in October of 2002, they wanted to improve the following areas:

Collecting Qualified Leads - Contact information was being collected by the show lead retrieval system and the booth reps were qualifying the leads during their conversations. However, very little of this qualification information was being recorded for use after the show.
Profiles of Tradeshow Leads - No profile reports were available to further identify type, potential, or primary interests of booth visitors.
Perceived Value of Leads - The booth reps were not following up on all of the leads due to lack of qualifying information.

The tradeshow manager knew that she could be doing more at the shows from a lead collection standpoint, but didn't have the time to manage her own system.

SOLUTION:

We started by making sure that Sherwin-Williams had a lead system at each of their shows to collect more detailed information from the qualified leads they encountered at the show. To do this we used a lead retrieval software package that enables our client to scan the leads into a computer and then qualify them with a customizable survey.

In addition, our client did not have the time to manage and setup this lead retrieval system. We established a process where the client sends us the show information, survey and number of systems needed about a month before the show. We see that the system arrives on time, completely customized for our client. All they have to do is plug the computer and reader in and they are ready to take leads.

After the show they overnight the equipment back to us. Upon receipt of the hardware, Event Technologies cleans up the leads and sends them out immediately. We then create a post show report analyzing how the attendees answered the survey questions.

Our solutions have helped our client in numerous ways. Instead of simply collecting contact information and handing out literature, the booth reps are collecting highly qualified leads. Because they have seen the results from the leads that come from the shows, they make it a priority to record as much information as possible with the lead retrieval system. When the leads get to the sales reps they have a list of leads that are qualified so they can prioritize them and better manage their time. The surveying capability also enables our client to gauge interest in new product offerings.

Because we have been working together for many years, our client is able to reference the reports of the same shows from years past to see what the attendees have been interested in historically. This enables them to make better use of their booth space by emphasizing products that are of interest.

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