Lead Gen Strategy Using Exhibit Leads &
Sales Technology
Know Your Show Facts & Figures
Evaluate attendance & prior year stats before considering
traffic drivers to the booth so efforts are scaled properly.
— Pre-Show eMail blasts
— Booth Events
— Raffles
— Meet the Editor Sessions (invited)
— Author Signings
— Social Media Campaigns
The more you do, the more visitors you will need to engage
with. Plan on scanning every visitor, especially if they’re
participating in an event.
Consider Objectives & Lead Targets
• History will determine # of systems and how you will use them.
• If more than 100 leads (sales, comps, etc.) are expected, two is
a reasonable number.
• 200 - 300 : 3
• 300 – 400 :4
• Work with your EM to determine if you can use an IPAD POS
with badge scanning.
• Don’t make Targets unattainable
Equipment Options
IPAD LRS: Can load the LRS lead
collection system onto a department
IPAD (no badge scanning/manual
entry, no cost)
IPAD LRS/POS: Regional exhibit
teams have dedicated IPAD
LRS/POS systems for borrowing
(w/badge scanning, no cost)
Yoga systems: Full LRS/POS
system on laptop (w/badge scanning,
managed in NA by 3D Exhibits, cost
to use)
Content Interactive: For showing
content & lead capture– not for selling
or comps – some costs associated
with using
System Quick Facts
IPAD/ IPAD LRS / POS
— Free to Use
— Can load multiple devices easily
— Limited badge scanning or all manual entry
— Available in NA, EMEA, Asia & ANZ
YOGA LRS/POS
— Badge Scanning
— Business card reading
— NA Only
CONTENT INTERACTIVES
— Visual Representation of LRS
— Badge Scanning
— Business Card Reading
Which Sales System Should I Pick?
Choose the Lenovo POS system (with badge scanning)
if you have budget and expect high volumes of sales
leads
Choose the IPAD system if you don’t believe there will
be badge scanning, you don’t expect high sales
volume
Content Interactive: Choose when you wish to do
demos, have the budget for a lead system, and hard
line internet. Combine with several sales systems
when necessary
POS: Point of Sale
POS transaction paths: Available only on Full Yoga
systems & IPAD POS systems held by Exhibits.
(Security Requirements)
The POS is the LRS system with added sales capability
— Multiple Payment methods
— Credit card & customer details encrypted
— PCI Compliant
— e-receipts sent upon transaction completion
— Detailed reporting showing cash collected
What Can I Build into the LRS System?
— List Building- email & postal
— Engagements: Raffles, contests, special features
— Trial Access Offers – send trial offers post-event
— Digital Journal Sample Requests
— Ebook availability and pricing based on
customer’s home region
— Evaluation/Comp Requests: send digital or print
copies for course evaluation
— Digital Collateral: Send flyers, brochures,
website links
Make Sure Booth Staff Are Informed
• Communicate the Lead-Gen Strategy
• Train Them To Engage!
• Plan the lead collection strategy before each event
o Who will scan, Who will qualify leads to hand-off, who will
manage the line, who will hand out promos
Lead Gen – Tech Strategy Checklist
• Set Targets – (i.e. set number of list sign-ups, comp copies, sales, etc.)
• Decide How you will collect leads & sell – (i.e. iPad LRS, iPad POS, etc.)
• Find Out the answers to these questions!
• Will you be collecting leads to be consolidated with the LRS system?
• Can I get the Pre-Registration list to pre-populate the systems?
• Consider Content & Campaigns – (i.e. discount strategies on print titles &
free shipping campaigns, target lists, trial access requests, etc.)
• Gather Content & Materials to distribute carefully - When creating content to
distribute to customers, always make sure covers & chapters are the same
size, associate content with trial access whenever possible, set up separate
training/review discussion with your EM PRIOR to beginning work on the
campaigns