Collecting leads at exhibitions: what’s the magic and how does it still work?
Designing a booth for an exhibition, building an attractive visual language, choosing an excellent location, these are important tools that serve one purpose, collecting leads and information about the participants in the exhibition and creating working relationships and partnerships for the future. So some important data that you should know about leads and exhibitions:
1. Quality of leads – leads collected at exhibitions are often of higher quality than leads collected from other sources. A study by CEIR shows that 81% of exhibition participants have purchasing authority. This figure emphasizes the importance of exhibitions as a tool for collecting quality leads that can become actual customers.
2. Lower cost of a meeting – PPC of life itself. Participation in exhibitions allows brands to meet potential customers at a lower cost compared to meetings outside the exhibition. The average cost of an initial meeting at an exhibition is about $96, compared to about $1,039 for a meeting outside the exhibition.
3. Higher conversion rates The opportunity to directly showcase products and services to potential customers and interact with them face-to-face leads to higher conversion rates. A CEIR study found that leads collected at trade shows converted to customers at a rate of 20%, compared to an average rate of 10% for leads from other sources.
Marketing activities at exhibitions as a mechanism for collecting leads
Obtaining details from potential customers is not an easy task. Visitors may be hesitant to provide personal details openly. It is not for nothing that Anne Handley often says that “in today’s competitive business world, we must seize every opportunity possible to create meaningful connections with customers. Innovative lead collection methods at exhibitions are a great way to highlight the brand and leave a strong impression.” Therefore, it is important to create a positive experience that will motivate visitors to get exposed and leave details. And there is no doubt that this can be achieved through more experiential and creative ways of collecting leads.
Some examples and tools to help you:
Cool photo booth: Visitors can take a photo at a special booth and receive a branded photo, while leaving personal details.
Follow the smell: Use less traditional senses such as smell to attract visitors to the booth and create a unique experience. If possible, you can create an activity where, in exchange for something tasty and surprising, we will receive a visitor’s details. This is a great way to communicate with your audience, expand circles and connect the move to a concept or product that is being displayed at the exhibition.
Challenging and easy activity in the booth: Small and challenging tasks that visitors can complete, while leaving details. Alternatively, this can be an activity that is related to your products, so you can communicate data about the product or style of experience.
Augmented or Virtual Reality Games: Creating interactive games in augmented or virtual reality that provide visitors with a fun and memorable experience.
Lead collection app: Using dedicated lead collection apps that allow visitors to leave details digitally and securely.
Virtual competitions: Organizing virtual competitions in which participants can win prizes while leaving personal details.
Many clients, who want to create a leap in pavilion design, creating creative marketing activities, turn to creative and production agencies that are an integral part of the success of the exhibition. Creative agencies specialize in planning and designing creative pavilions, developing interactive content and operating advanced technologies, all with the aim of attracting the attention of participants and increasing their involvement.
In conclusion: Large exhibitions are a unique platform for collecting quality leads, leading to high conversion rates and a significant return on investment. Using advanced technologies and experiential strategies increases visitor engagement and improves the lead collection process. Creative and production agencies help create experiential and effective marketing activities, which are the key to success at exhibitions. Through fast and effective follow-up, you can maximize the potential of the leads collected and turn them into loyal customers of the brand.
