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[This article is designed for Exhibitors]
Introducing Lead Management in EventsAir
Lead Management is a broad term that covers how leads (sales prospects) are collected at tradeshows and exhibitions, and how they’re stored and used.
You don't want to just 'retrieve' contact details - you want to fully manage your leads, to maximize sales by collecting, processing and organizing potential customer data.
EventsAir's technology platform makes it easier to turn event leads into sales, maximizing both data capture and data privacy from the very first encounter.
When a visitor arrives at your stand, you can scan their QR code (from an app or name badge) to instantly (and correctly) record their name, company, contact details, and other information.
Your team are guided by their phone screen to answer profile questions you've created to ensure each lead is properly qualified and genuine prospects quickly identified.
Exhibitor Lead Management in EventsAir also offers:
Custom profile or marketing questions to ask during the lead collection process. Create your own questions to capture rich, meaningful data to help you close the sale.
Automated thank you emails, sent to the attendee immediately after they visit your stand (and copied to you).
The ability to include PDF or other document attachments in the thank you email – perfect for ‘show special’ offers or other marketing materials.
Alerts (that include attendee details) emailed automatically to your nominated recipient (e.g. your sales manager).
And on the special Exhibitor Portal:See and filter leads (for example, based on their answers to marketing questions) and see their details, so your team can follow up instantly.
Geographic lead-distribution displays on a world map (Exhibitor Portal).
Lead details export to a spreadsheet e.g. to import into your CRM or use as part of your follow-up process.
The sales process begins before visitors each reach your boothUsing EventsAir's Attendee App, event delegates can search for exhibitors and get information about you and your business, helping them decide to visit your stand.
Time to ditch outdated lead capture methods
Many exhibitors have had bad experiences with traditional lead retrieval during and after events, which can require:
Using rented scanners and/or contracted lead retrieval services
OR use an ad-hoc process where staff make mistakes recording or reading contact details, leads aren't properly qualified, and conversations quickly become awkward.
Relying on others to export registration details into a separate database to be used by the lead retrieval service OR your team each has their own list, leading to duplication or missed opportunities.
Scan leads directly via your phone or smart device
The EventsAir App Store and cloud environment offers an integrated approach, making it easy for you and your team to quickly capture detailed information about each lead.
How it looks in the Attendee App
Your booth staff can use a standard Attendee App or a dedicated Attendee App created just for exhibitors to scan leads, then enter answers to profile questions - it will depend on what your event organizer has set up.
Either way, the "Scan Leads" / "View Leads" options are only visible if you’re an exhibitor (or assigned team member) on a stand that has Lead Management enabled.
[The "View Leads" feature is only visible if you’re the main contact. You can also see your leads in the Exhibition Portal.]
Lead scanning is done on any iPhone, iPad, or Android smart phone or tablet – no equipment rental is needed
All data remains in the primary EventsAir database, eliminating challenges with data integrity and accuracy
"View Leads" lets you (the exhibition team leader or manager) instantly see leads and tap on them for more detail (including their answers to profile questions).
Advanced services such as creating profile questions, automated thank you emails, lead alert emails and data exporting are all managed quickly and easily from standard browsers and smart devices, using the Exhibition Portal (see below).
Self-Manage via the Exhibitor Portal
You can self-manage Lead Management directly in the Exhibitor Portal. Your team contact will open the Exhibitor Portal directly and set up Lead Management details (provided your stand includes Lead Management services – if not, please contact the event organizer to upgrade).
Bespoke questions to suit your business and each event
You can create the profile questions for your staff to ask each visitor. Staff working on the booth/stand use their phone (Attendee App, "Scan Leads" feature) to ask the questions and submit the data for you to retrieve later.
To make this process even easier, some questions may have already been set up by the event organizer.
Log into your Exhibition Portal and choose "Leads", then "Setup".
Selecting the green "+Add New Question" button lets you create questions with the following options:
Question - the actual text of the question, such as "Are you just doing research or ready to purchase?”
Response Type - what type of responses you wish to display. Available response types are:
Multiple Choice (one answer)
Multiple Choice (one or more answers)
Single Textbox
Comment Box
Rating 1-5
Yes / No
True / False
Number
Date
Mandatory – this question should be answered by all leads [this box may have already been checked by your event organizer]
Hide – temporarily disable, or hide this question from the Lead Management function
After setting up each question, you can change the order in which it will appear.
You can even change these questions during the exhibition and they'll be updated in your staff's app so they can start asking the updated questions immediately.
Auto Thank You Email
If your event organizer has enabled Auto Thank You Email, you can set up an email to automatically go to each registered stand visitor (lead), immediately after their details and answers to questions have been submitted.
The email "from" address will be your event organizer's, however you can add your email address as the CC or BCC email address.
Options include:
From Name
CC and BCC [only one email address in each field]
Subject
Attachment - attach a PDF document, for example with special offers or other marketing messages
Body - You can use the "Insert First Name" button to merge in the first name of the attendee for added personalization.
Lead Alert Email
If your event organizer has enabled Lead Alert Email, you can send an email to any of your staff (for example, the sales manager at the home office or a team member at the exhibition).
Again, the email sender address will be your event organizer's, but you can add your email as the CC or BCC address.
Options include:
Send Lead Alert Email - check this box to confirm you want to send Lead Alert Emails
To Name and Address
From Name
CC and BCC [only one address in each field]
Subject
Lead Management – Step-by-step
Step 1 – Log in to the Exhibition Portal
Create your profile questions and set up your email(s) to thank visitors and/or alert your sales teams whenever a lead is scanned and answers are submitted. (You can also decide to skip the question/answer step, and just submit the attendee’s information once they’ve agreed to this.)
Step 2 – Booth staff log in to the Attendee App
Stand personnel can use the same login name and password for the primary contact who purchased the stand. There’s no limit to how many staff can do this, but be aware they can overwrite each other’s information. This may be fine, such as if you want the email sender addressed changed to match booth personnel, but it’s important to flag.
Step 3 – Select ‘Scan Leads’
This puts the staff member’s attendee app into scan mode, so it’s ready to either scan a bar code/QR code or find the attendee’s name using the search function.
Step 4 - Scan the Attendee’s QR code
Scan Lead uses your device's camera to scan the attendee's QR code when they visit your stand. The code may be on their name badge or on their app.
Step 5 - Submit answers to profile questions
Once the attendee’s details are displayed on your staff member's screen, profile questions can be asked. Being able to show the attendee/lead the question, on the phone screen, as it's being asked makes the conversation more comfortable. It feels more like your booth staff are helping the potential customer fill out a form, not "questioning" them. When the submit button is pressed, the lead details are collected and if enabled, the thank-you email and/or lead alert email will be sent.
Step 6 - Review collected leads
After the exhibition (or even during it), you can see your collected leads by selecting View Leads from the Attendee App or Exhibitor Portal. In the portal, you can see a map showing where your visitors are from, and you can also export your leads to an Excel Spreadsheet for further follow-up. [See more information below.]
Seeing your Current Leads in the Exhibitor Portal
The Exhibitor portal lets you see (from any location) a list of leads collected at your stand.
Under "Leads", select "Current Leads".
You can filter leads by organization, region, date/time scanned, and answer(s) to lead questions:
Other options include:
Attendee Detail – click the name of each attendee to see a detailed view including responses to profile questions and date/time of visit.
Export – generate a spreadsheet with all information collected.
Map – see a map with geographic indicators for every visitor to your stand.
