Too hot not to handle FAST
Just how hot are trade show leads? Recent industry research shows that 83 percent of trade show attendees have purchasing influence, and 54 percent plan to buy one or more products exhibited within the next year.
This is a motivated audience by any standards. So how can you maximize your success handling leads? You can do that by bringing pre-addressed overnight packages to the show and sending your leads back each day to your fulfillment team. You should also have lead fulfillment packages prepared and ready to mail so that the information arrives when attendees return from the show. Your leads should also be forwarded within hours of being received to your sales force for follow-up and attention.
How do you determine if a trade show is worth attending? You do that by tracking sales generated from show leads and comparing it to trade show costs. There are other values not as objective - such as branding and having a market presence in the face of competition - that should also be considered.
Brand measurement is difficult but not impossible if you're willing to invest in surveying attendees' brand perception before and after the show to measure the change created by your show participation.