I’m you’re host, Gary Neidert. Welcome to today’s episode: Effective lead generation.

The Exhibitor Report Podcast is your source for insights, tips and ideas on how to increase revenue by marketing your business in live events. Events like home and garden show, boat shows, rv shows, outdoor events and much more.

Effective lead generation at Live Events

Why are attendees at a show?

• They attend looking for a specific product or service or company
• They attend looking for ideas
• The casual looker-good candidate for impulse purchase
• The “tire kicker” at some point, every “tire kicker” buys a car….will you sell him “the car”?

Who are they

• First of all, they are invited guest

Treat them like you’re glad to see them-even if they aren’t interested in what you sell.
Attendees were invited by the show organizer for your benefit.

• In the case of home and garden shows:

The vast majority are homeowners with discretionary income.
They are ready to spend money if given the right opportunity.

• RV shows

People interested in RVing.

• Boat shows

People interested in boating.

• Bridal shows

People interested in weddings.

• Outdoor festivals

People interested in having fun.

What to do

• Always:

Smile
Be polite
Be friendly
Be willing to offer assistance even if it doesn’t benefit you-it  doesn’t take much to to be nice.

• Greet everyone that walks past your booth

Train your staff to do the same.
Example:Tom Thumb/Brookshires always greeted.

• Ask an open ended questions

What brought you to the show?
When was the last time you _________(whatever product/service you offer)?

what not to do

• Have someone grumpy or grouchy working the booth.
• Let employees huddle in the booth and ignore attendees.
• Sit in the booth.
• Eat in the booth.
• Have a soft drink in hand when greeting attendees.
• Drink alcohol while working the booth.

Generating leads

• Go for the appointment

Fill out a lead card, getting all contact info.
(Name, address, phone, email, what they are interested in)
Ask “is this the best phone number to reach you?”
Ask “what is the best time to call”?

• If not appointment, get the lead

Fill out a lead card, getting all contact info.
(Name, address, phone, email, what they are interested in)
Ask “is this the best phone number to reach you?”
Ask “what is the best time to call”?

• Thank everyone for stopping by

Consider mailing the thank you postcards I talked about in a previous podcast.
Consider emailing a thank you note that day.
(Keep it simple with “thanks for stopping by my booth today” only in email)