10 Tips To Smash Your Lead Targets at Reed Gift Fairs
Exhibitors at Reed Gift Fairs enjoy access to a uniquely powerful suite of digital and data analysis solutions to help them turbocharge and measure their event performance. RX Global, Head of Customer and Business Services Hannah Ware shares her top tips on how you can use the tools in Business Builder to boost your brand awareness and rake in more leads.
1. Define your goal
Different goals require different event tactics. Do you want to generate new sales leads? Reconnect with existing customers? Launch a new product? Position your company as a thought leader? Set yourself a clear target, then chat with your Reed Gift Fairs account manager or customer success representative about the best digital solutions that can help maximise your event performance and grow your business.
2. Complete your profile to boost your views
94% of buyers plan their trade show visits ahead of time by checking the online exhibitor listing for products and suppliers. If your profile is complete, you’re more likely to capture their attention. Our data shows us that exhibitors with complete profiles get up to 17x more views on average. (Bonus Tip: Many buyers come to Reed Gift Fairs to see what’s new. If you’re launching a new product, let them know!)
3. Go big with a priority profile
Want your brand and products to leap out of the online listing? Then upgrade to an Priority or Priority Plus Listing for ultimate visibility. With double height listings and product previews, Priority Listings receive an average of 5.1 more interactions with their profile, products and content. As a Priority Plus Profile user you also get branded promotion on the event home page and in your chosen product categories, generating 19.9 more interactions on average. Perfect if you are launching a new product or want to build brand awareness.
4. Capture richer lead data and qualify on the go
If you want to gather as many leads as possible, RX’s Lead Manager App (formerly Emperia) is a game changer - and it’s included as standard in your exhibition package. Just download the app onto your phone activate it, and scan each visitor’s badge at your stand to capture rich lead data. It’s available for every member of your sales team. Why not make it a competition to see who gets the most leads? Lead Manager App (formerly Emperia) consolidates all your lead data and sources into a single report for you to download daily, or after the event, for quick follow up. Exhibitors tell us they also love how it supports going paperless by emailing digital content to scanned visitors automatically.
5. Qualify your leads for a smarter follow-up
Some leads are hotter than others. Which is why the Lead Manager App (formerly Emperia) helps you to qualify them as you go with custom questions, notes, and lead scoring. Before the event, decide what the most important buyer qualifications are for your business, then create custom questions to capture this valuable data from each buyer. For example: ‘How much do you have to spend?’ ‘Do you have purchasing authority?’, ‘What products are you interested in?’ or ‘How soon are you looking to buy?’ You can also prioritise the leads for smarter follow-up by qualifying them with a star rating and adding notes from your conversations.
6. Don’t lose potential customers - let visitors connect with you
With the best will in the world, there is never enough time to engage with every attendee on your stand – which is why RX developed Colleqt QR Code. Colleqt QR Code enables visitors who want to connect with you to independently scan your QR codes using their phone, without the need to download any app. They automatically receive your digital content as well as exchange contact details ̶ so you get the lead even if you’re busy with another customer, or in a meeting! (Bonus Tip: Make the most of this easy lead gathering solution by asking your account manager or customer success rep to share your Colleqt QR Code in advance so you can build it into your interactive stand design.) - Colleqt launch coming soon.
7. Stage an irresistible interaction on your stand
Staging a fun interactive experience is a proven way to draw visitors to your stand and generate more leads. As they arrive, make sure to scan their badges with Lead Manager App (formerly Emperia) as a condition of participation. Spinning the wheel for a prize; staging a live demo; hosting a celebrity; holding a networking reception; or giving out cup-cakes to energise attendees are just some of the ideas spotted on the show floor!
8. Bag an additional 279 leads (on average)
Everyone loves a freebie or a special offer. Even the smallest reward can make us want to engage with a new company or stay loyal to an existing brand. Regardless of your stand location, you can transform it into the ultimate hotspot using Lead Booster (Offers)! Create an irresistible offer for visitors and ask them to claim it at your stand. Your offer is emailed to every registered visitor before the event as part of a digital ‘Goodie Bag’. Get a larger number of leads with offers and giveaways, or access fewer but better qualified leads with business-related offers, such as demos and catalogues. Choose a strategy to achieve your lead generation.
9. Monitor your event performance in real time to boost your results
As part of your Reed Gift Fairs experience, you get access to your own Exhibitor Dashboard – a real-time analytics ‘scorecard’ to help you succeed. It consolidates all your leads, digital engagement, and matchmaking recommendations in one place, before and during the show. Use it before the show to check out your most popular products and tailor your stand presence accordingly. Track your profile views to see how much engagement your profile is attracting and consider opportunities to boost your results. You can also compare your performance with other companies in the same category and decide if you need to take action to boost your results. Exhibitors have long been asking for a data-driven approach to measuring and improving their event performance. Here it is!
10. Follow-up!
After the show, download your leads from Exhibitor Dashboard and get started on your follow up. Use the star rating to identify high priority leads for immediate attention. Use the ‘View by’ option to drill down on the different types of leads and sources to create targeted follow-ups. As an exhibitor, you can also measure your performance against your targets, and track key metrics like leads, views, downloads and times you were recommended to help you measure your ROI. Exhibitor Dashboard offers you a full 360 view of your performance at the show, offering you data and insights to measure your results. It even nudges you to follow up your leads if you neglect to do so!
Ask your Account Manager for more info.
*Based on 12 RX global trade shows, March to May 2024.
Authored by RX Global - July 2024, LinkedIn