While attending Globalshop, the annual U.S. version of the Euroshop Retail Trade Show, I noticed a common trend as I walked the aisles. I was surrounded by booth staff who were more content to look at their cell phones or talk to their colleagues than to engage attendees like me. If only exhibitors understood the value of well trained booth staff and how they can impact trade show ROI.
Trade Show ROI Tip #4 - Lead Management
Qualified leads are the “currency” of trade shows. They cost money to produce, and turn into money if handled properly. Just like managing money well, trade show leads need their own system for tracking and investment.