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A Hidden Treasure in the Visitor Mix
E. Jane Lorimer
Here are some things to consider about visitors to your exhibit at your next tradeshow. What's the ratio of current customers to potential customers? Did you get visited by any former customers? What was the level of interest by each group?
Most exhibitor companies will track leads by categories of "hotness," that is, who is going to buy and how quickly should they be followed up. And most identify which visitors swiped badges who are already customers and most will track leads by product interest.
The missing link seems to be to cross-reference these information pieces so that you can make stronger strategic decisions about your exhibit program.
For example, what does it mean if 90% of your visitors to a specific show are already customers and how does that impact what you do at the exhibit? It could mean that your company owns the biggest share of market. In these cases, you have an opportunity to show a huge number of customers a series of upgrade possibilities through private product demos at your exhibit. It's a cost effective means of driving repurchase and loyalty. ADP at NADA 2003 learned this well. And if you typically do draw current clients, you can find out what to feature ahead of time by polling clients to see what is of greatest interest to them.
When you are at shows where there is a nice mix of customers vs. non-customers have you ever tracked what each respective group is interested in re products? If it's equal interest for each group, is that good or bad? Does it mean your sales force is only pitching same old thing to prospects and ignoring upselling to current customers?
Leads give you great insights-well beyond the obvious sales potential.
Jane Lorimer is Owner of (c)Lorimer Consulting Group and may be reached on the Web at www.lorimerconsulting.com.
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