SERVICES USED: Lead Retrieval, Lead Distribution, and Post Show Reporting

CHALLENGE:

When we started working with this company in February 2004, 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.

When we first spoke with CIBA, they were very anxious to install a program that would allow them to get the leads qualified on the show floor, and immediately sent it out to the reps. The qualification of the attendees was currently being done on paper, but it was a very labor intensive and time consuming process to get the leads to the sales team.

SOLUTION:

To begin with, we advised the company to purchase software that would allow them to collect qualified leads no matter what the lead system was at the show. Then we created a program to get these qualified leads to the sales department after the show based on territory and product interest. Immediately after the show, each sales representative receives and email containing a spreadsheet with the leads that are in their territory. Consistently collecting attendee requests for samples, rep visits and other information has greatly helped the sales force to quickly and accurately follow-up with customers.

For the most part, reps receive only a few leads from each show, however local shows often produce a lead list that gives one rep twenty (20) or more leads. In these cases, the qualifying information collected on the show floor allows the reps to prioritize their responses to these leads. The notes recorded on these leads are very helpful in many cases where a customer requested a sample, needed to see their rep or immediately wanted information about a specific product.

In addition, the company wanted a report detailing the success of each show. They wanted answers to certain questions, such as: How were the lead forms filled out? Who came by the booth? Did we meet our goals? We worked with them to figure out what they wanted to see on this report, and now produce this report right after the show.

We will continue to work with this company to improve their tradeshow lead collection and processing in the future.

Click here to back to the Case Studies Main Page