Before I start, let me preface my remarks by saying that exhibit management, pound for pound, produces more wealth for their firm than anyone else in the company. My belief is they create more qualified leads that close with fewer touches than most other lead sources. But they can do more; 300% more with little effort or money!
That said, “Why” I ask, “does an exhibits manager who chooses the best space, builds terrific exhibits, selects the best freight lines, understands booth traffic flow, writes signage that stops people in their tracks, creates theaters and entertainment, negotiates the best hotel rates, sets up exhibits in record time, deals with unions, creates special events surrounding the trade show, all to attract the best prospects, and then breaks it all down in 24 hours, fail so miserably when it comes to trade show lead acquisition?”
We have to ask, "What is an exhibit all about if not to talk to and get the names of prospects to increase revenue for the company?” Hey exhibits manager, it’s all about leads. Of course the manager says, “Well, I ordered the trade show lead acquisition system that will read the badges, what more do you want?”
“I’d like the most qualified leads the exhibits manager can create, but frankly, most rental systems available from show organizers don’t cut it.” A $300-$500 system that provides nothing but name, company, address, maybe a phone number, and maybe an email address (20% of this information likely wrong anyway) isn’t enough.
Why it’s important:
“Why do exhibit managers always go cheap on the sales lead acquisition system?
It’s a costly mistake that reduces the return on show investment by 200-300%.”