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 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 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