Best Practices in Tradeshow Lead Management with Jefferson Davis

Your Presenters… Elli Riley, Senior Exhibits Manager, HIMSS Jefferson Davis, Tradeshow Expert Nick Marion, Event Services Manager, CompuSystems, Inc

Webcast Objectives Share Surprising Industry Research on Tradeshow Leads Present Best Practices for Improving Lead Capture, Routing and Reporting Processes Review the Official Show Lead Retrieval Company’s Products

Jefferson Davis, President, Competitive Edge “The Tradeshow Turnaround Artisttm” Consultant, speaker, educator, trainer and author 22 years exhibition industry experience Personally invested resources in over 200 tradeshows Brings an intense focus on results Developed practical, workable processes to address critical exhibiting success factors Helped clients generate over $500,000,000 in measured tradeshow results Provides a complimentary situational assessment CALL 800-700-6174 in the US or 704-814-7355 EMAIL: jdavis@compedgetraining.com WEB: www.tradeshowturnaround.com

Is this how your distribution channel views your tradeshow leads? Q: What’s the difference between most tradeshow leads and a fortune cookie? A: The fortune cookie might come true!

Startling Facts About Tradeshow Leads 87% are never effectively followed up on 76% of sales people view tradeshow leads as “cold calls” 43% of prospective buyers receive information after they have made a buying decision 10% of exhibitors use any organized form of post-show measurement

Determining the REAL Cost of Poor Lead Management Cost Per Lead: Total Show Spend/# Leads $75,000 / 150 Leads = $500 per lead Lost Revenue Opportunity: Average Sale Amount x # Lead Conversion % $25,000 x (150 leads x .25% = 38) = $950,000 Brand Perception: How does not following up impact your company’s brand perceptions in the market?

The ROI truth… “If you are ever going to produce a financial ROI, it is hidden in your leads.”

Marketing and Sales “disconnect” Perceived quality of tradeshow leads Why is this happening? Marketing and Sales “disconnect” Perceived quality of tradeshow leads Lack of exhibit staff training 86% of booth staff have never received one single hour of professional training on how to work an exhibit Lack of “clarity” on what a lead really is Lack of a “Closed-Loop” lead management system

Best Practices in Tradeshow Lead Management Ask the Experts… Best Practices in Tradeshow Lead Management Q & A Press Q&A Button Type your Questions Press Submit

The “Closed-Loop” Lead Management Process Report Route Capture

Keys to a Closed Loop Lead Management Process Capture the highest quality leads Efficiently Route leads to the right people for fast follow-up Provide an easy method for lead recipients to Report progress and sales conversion

Improving Lead CAPTURE Process Define What Is and Isn’t a Lead Personal Interaction Qualifying Questions Asked Answers Documented Next Step Identified & Agreed On by Visitor Set Realistic Lead Goals

Set a Realistic Lead Goal “Exhibit Activity Level” # of exhibiting hours 18.5 # of booth staff x 5 total staff hours 97.5 interactions/hr/staffer x 4 total target interactions 390 % of visitors to lead .25 Lead goal 98

Improving Lead CAPTURE Process Ask Sales What Information They Want to Capture to Qualify Leads Project/Application/Need Requirements or Specifications Product Interest & Level Buying Role Budget Timeframe Decision Team

Improving Lead CAPTURE Process Develop Specific Priority Codes

Improving Lead CAPTURE Process Create an Effective Capture Device Paper: Business cards, lead form Electronic: Rent system, Universal capture system Considerations: Attendee Interaction Efficiency Accuracy Cost Security

Lead Retrieval Company Contact Info Slide Headquarters CompuSystems, Inc. 2805 S. 25th Avenue Broadview IL, 60155 PH: 708.344.9070 FX: 708.344.9487 SALES: 708.786.5565 www.compusystems.com exhibitor-sales@compusystems.com

Lead Capture Devices available to HIMSS exhibitors Device Key Functions CompuLEAD Desktop II -Instantly prints comprehensive sales lead reports -Smaller footprint -Integrated USB Memory Drive -10 Standard lead qualifiers CompuLEAD Desktop Pro -Transfers sales lead information to your desktop computer (not included) -Use proprietary lead management software, LeadLINK Plus - Create extensive product lists with up to 3 levels of organization - Receive leads in electronic format CompuLEAD Mobile -Wireless unit does not require Electricity -Add electronic notes to records -Leads contain visitor demographics -Lightweight unit fits in the palm of your hands

COMPULEAD DESKTOP II Key Features - Instantly prints comprehensive sales lead reports - Integrated USB Memory Drive - 10 Standard lead qualifiers - Leads contain visitors’ demographics

COMPULEAD DESKTOP PRO Key Features -Transfers sales lead information to your desktop computer (not included) - Use proprietary lead management software, LeadLINK Plus - Create extensive product lists with up to 3 levels of organization - Receive leads in electronic format

Lead Retrieval System – Data File The data contained on the badges and recorded by the TRAKKER System is as follows: Field Description Sample Data FirstName Attendee's First Name "John“ MiddleName Attendee's Middle Initial "Q“ LastName Attendee's Last Name "Doe” Company Company "University Hospital“ Address1 Address Line 1 "123 Main St.“ Address2 Address Line 2 "Suite 456“ Address3 Address Line 3 "Building C“ City City "Any City“ State State "CA“ PostalCode Postal/Zip Code "12345-1234“ Country Country " (USA=Blank) “ Phone Phone Number "(111)222-3333“ Home/Office H=Home or O=Office Address "H or O“ Practice/Focus Practice/Focus Categories "Adult Hip|Adult Knee|Hand“ RegCode Registration Code "AAOS Fellow“

Improving Lead CAPTURE Process Train Your Staff Reason for the system Accountability Hands-on Role playing Kick off with contests Assign a Lead Captain Collection device Monitor Goals vs Actual Acknowledge & Corrections Entry into CRM Routing

Improving Lead ROUTING Process Only Route Qualified Leads Do it FAST Include All Relevant Data Use Your CRM system, a web based system, or email a spreadsheet

Improving Lead REPORTING Process End of Shift Lead Review Close of Show Report Number of leads captured versus goal Cost Per lead Number and % by priority code Create Culture of Reporting We captured the info you asked for Communicate Cost Per Lead Cc their Manager Use Contest to Kick-off

Improving Lead REPORTING Process Make it Easy Provide basic info Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale Follow-up on target report dates Notify the team of progress and results Recognize and reward performers

Let the Learning Continue… Today was just a sampling Stay involved and get others in your organization involved in HIMSS Exhibitor University Online Program: Two FREE replayable educational webinars Timely “how-to” exhibiting articles in your exhibitor bulletins

Best Practices in Tradeshow Lead Management Ask the Experts… Best Practices in Tradeshow Lead Management Q & A Press Q&A Button Type your Questions Press Submit

$175 per volume - $475 for the 3 volume set The complete step-by-step guide to trade show success 3 VOLUME SERIES Pre-show: Planning For Profit At-Show: Best of Show Post-Show: Real Results Each Volume Contains: DVD Video, CD Rom Audio with Tools, CD Rom, Pocket Audio interview, Leaders Guide, Resource Guide, Pocket Cards. $175 per volume - $475 for the 3 volume set Order at www.tradeshoweducation.com

For Exhibit Consulting & Staff Training jdavis@compedgetraining.com 800/700-6174 in US or 704-814-7355 www.compedgetraining.com Sales@compusystems.com 708-786-5565 www.compusystems.com Advance Rate Deadline extended to 2/5/08