Best Practices in Tradeshow Lead Management with Jefferson Davis

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

Exhibitor University ONLINE Webcast Objectives 1. Share Surprising Industry Research on Tradeshow Leads 2. Present Best Practices for Improving Lead Capture, Routing and Reporting Processes 3. Review the Official Show Lead Retrieval Company’s Products

Exhibitor University ONLINE Jefferson Davis, President, Competitive Edge “The Tradeshow Turnaround Artist tm ” 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 in the US or WEB:

Exhibitor University ONLINE 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!

Exhibitor University ONLINE Startling Facts About Tradeshow Leads 1. 87% are never effectively followed up on 2. 76% of sales people view tradeshow leads as “cold calls” 3. 43% of prospective buyers receive information after they have made a buying decision 4. 10% of exhibitors use any organized form of post-show measurement

Exhibitor University ONLINE Determining the REAL Cost of Poor Lead Management 1. Cost Per Lead: Total Show Spend/# Leads $75,000 / 150 Leads = $500 per lead 2. Lost Revenue Opportunity: Average Sale Amount x # Lead Conversion % $25,000 x (150 leads x.25% = 38) = $950, Brand Perception: How does not following up impact your company’s brand perceptions in the market?

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

Exhibitor University ONLINE Why is this happening? 1. Marketing and Sales “disconnect” 2. Perceived quality of tradeshow leads 3. Lack of exhibit staff training  86% of booth staff have never received one single hour of professional training on how to work an exhibit 4. Lack of “clarity” on what a lead really is 5. Lack of a “Closed-Loop” lead management system

Exhibitor University ONLINE Q & A Best Practices in Tradeshow Lead Management Ask the Experts… 1.Press Q&A Button 2.Type your Questions 3.Press Submit

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

Exhibitor University ONLINE Keys to a Closed Loop Lead Management Process 1. Capture the highest quality leads 2. Efficiently Route leads to the right people for fast follow-up 3. Provide an easy method for lead recipients to Report progress and sales conversion

Exhibitor University ONLINE 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

Exhibitor University ONLINE 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

Exhibitor University ONLINE  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

Exhibitor University ONLINE  Develop Specific Priority Codes Improving Lead CAPTURE Process

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

Exhibitor University ONLINE Lead Retrieval Company Contact Info Slide Headquarters CompuSystems, Inc S. 25th Avenue Broadview IL, PH: FX: SALES:

Exhibitor University ONLINE Lead Capture Devices available to HIMSS exhibitors DeviceKey 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

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

Exhibitor University ONLINE 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

Exhibitor University ONLINE Lead Retrieval System – Data File The data contained on the badges and recorded by the TRAKKER System is as follows: Field DescriptionSample Data FirstNameAttendee'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 " “ Country Country " (USA=Blank) “ Phone Phone Number "(111) “ 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“

Exhibitor University ONLINE ‘ 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 CAPTURE Process

Exhibitor University ONLINE  Only Route Qualified Leads  Do it FAST  Include All Relevant Data  Use Your CRM system, a web based system, or a spreadsheet Improving Lead ROUTING Process

Exhibitor University ONLINE  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

Exhibitor University ONLINE 4. 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 5. Follow-up on target report dates 6. Notify the team of progress and results 7. Recognize and reward performers Improving Lead REPORTING Process

Exhibitor University ONLINE 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

Exhibitor University ONLINE Q & A Best Practices in Tradeshow Lead Management Ask the Experts… 1.Press Q&A Button 2.Type your Questions 3.Press Submit

Exhibitor University ONLINE 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 The complete step-by-step guide to trade show success

Exhibitor University ONLINE For Exhibit Consulting & Staff Training 800/ in US or Advance Rate Deadline extended to 2/5/08