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.

 

Are you "reactive" when planning for a trade show?  When the show comes around, do you find yourself scrambling to address last minute details and logistics on top of your normal day-to-day responsibilities?  If so, you are not alone.  Many, if not most, trade show exhibitors are reactive in their approach to trade shows...

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. 

Regardless of whether you use banner stands, a popup display, or a large island exhibit, good exhibit lead management program starts with a standardized trade show lead form.