Cultivating Quality Interactions on the Event Show Floor
Not all events are the same, but a few attributes all events should have in common are positive community building experiences, conversations that increase knowledge and breadth of opportunity, and positive ROI.
The direct path to ROI is one beset with quality interactions. When preparing for your next event, plan to engage with your prospects. What is your plan for brokering new conversations?
What impression would you like to make as a company?
Here are a few takeaways to help you make the most of your events:
1: Give people a reason to visit your exhibit space.
Is your booth well built? Good! You’re halfway there. Is it interesting and staffed with a well equipped events team? Now we’re getting there…
Let’s talk engagement:
Event activations are becoming the new norm for enhancing interaction at in person and hybrid events. Activations, also known as Gamification, connect attendees with activities that combine fun with education and brand impression. Activations launch anywhere, including on personal devices, so they can go anywhere providing incentives to visit sponsored booths and important locations, attending sessions, reviewing presentations and more.
All this activity and involvement nets increased event revenue, additional intentional interaction, and as a result – more conversations leading to business transactions.Lead liaison’s suite of over 60 event activations helps event organizers and exhibitors drive engagement at their events and provides exhibitors with better lead capture processes. The intuitive Activation Builder makes it extremely easy for anyone to customize games with branding of any kind.
2: Be inviting
Now that you know how to draw additional traffic to your booth, don’t forget to converse with your attendees as soon as they arrive. Smiles and good body language are well received and can increase opportunities for conversations.
3: Flex your customer service muscle
Oftentimes you will have booth traffic that won’t lead to a direct sale. That doesn’t mean you should cut down on your customer service skills. An attendee could have questions that require you to refer them to someone else. Offer a quality experience and they will remember that. If they know how good you are at taking care of them, the positive experience will provide an opportunity for future word of mouth referrals.
4: Listen
Customers come to trade shows for the opportunity to have conversations and understand more about certain products and services offered by exhibitors. The in-person conversation is the most valuable sales tool there is. If a prospective customer is at your event and stops by your booth, they have something to say. FIRST, LISTEN to their questions, understand their needs, and give them your attention. Sales take time, this is just the reality. The more listening you do from the start, the better. Create that positive experience on your first meeting!
5: No PDE (Public Displays of Exhaustion) allowed!
Sit only if you can do so out of public view. When prospects walk by a booth, they expect to see energy and excitement. Nothing is more deflating in the eyes of an attendee than walking the floor to see people sitting behind a table at a booth showing no energy.
6: Have fun!
If it takes an extra cup of coffee or a candy bar, find energy to have fun. Look, staffing a booth at a trade show is tough. Travel, setup, long days, we know it isn’t always glamorous. Why go through all that just to be upset on event day? If you need it, give your booth staff a break or two during the day to recharge. It is so important everyone in the booth is in good spirits when any attendee drops by, even on day three of an event.
During 2020 so many of us missed the in-person experience when we had to move to online events.
Today, in-person experiences are back in full force with tons of attendees excited to make those in person connections again. Appreciate every opportunity, and always look to build upon every handshake or fist bump.
We hope these simple tips were helpful to you as you plan for upcoming events. If you need creative ideas and resources to make your next event more engaging, contact Lead liaison!
We’re here to help YOU make every event a huge success.
Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000integrationsfor all common CRM and Marketing Automation platforms.
To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!
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Best Practices for Transcribing Business Cards and Contact Information
Companies struggle finding easy and fast ways to transcribe contact information from documents such as business cards, trade show badges, resumes, and handwritten notes. In this article we discuss these solutions and examine the trade-offs for why you would use one method over the other.
Lead liaison invented two proprietary methods of transcription which are far superior than traditional optical character recognition (also known as “OCR”) methods commonly used today. These methods are called:
Human AI and Pure AI
Both are very distinct methods that have their own advantages. Relative to standard OCR, the methods have a 63% higher accuracy rate. OCR is an older technology that does not learn from its mistakes (no machine learning) and uses hard-coded programmatic code that doesn’t adapt. It typically runs inside an app and on a device, making it inflexible. As a result, OCR is hard to update and has quickly become irrelevant when compared to other methods.
“I’ve used OCR apps from the App Stores and they always frustrate me. I tried dozens of them, over and over, really looking for the right solution. I determined they’re not very accurate, constantly require fixing and tweaking, lack integration with sales and marketing systems, and don’t fit the needs of marketing teams. They’re meant for individual sales people who have time on their hands to correct data – says nobody. Our engineering team pounded the innovation drums giving us industry-leading solutions that fit numerous use cases. We’re super excited to introduce our newest method, which we call Pure AI.”
Lead liaison CEO Ryan Schefke
Lead liaison’s study of 10,687 business cards and documents requiring transcription determined standard OCR was accurate 60.34% of the time. In comparison, Lead liaison’s methods were 98.6% accurate on average. That’s a 64% improvement in accuracy resulting in better quality contact information, more precise lead data, and improved lead management workflows.
HUMAN AI:
Lead liaison’s classic method, known as Human AI, uses an operations team of several hundred people. The workforce transcribes the contact information while artificial intelligence processes the data to find matching information and discards bad information. The result is a highly accurate process ideal for multiple use cases.
PURE AI:
The second, and newest method, is called Pure AI. Pure AI uses a sophisticated process that combines machine learning, image analysis, data intelligence, and artificial intelligence to perform its magic. The best method for your business depends on your use case.
In the tables below we’ve highlighted six (6) use cases for transcribing contact information from documents, all of which Lead liaison supports. If you need help transcribing business cards, badges, or handwritten notes at trade shows or marketing events Lead liaison can help. Similarly, if your company does door-to-door sales or has sales processes that use contact cards in any form, we can help. Whatever you use, ditch OCR as it’s a thing of the past. Use Human AI or Pure AI to leap into the next generation of transcription.
Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
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Exhibitor Media Group reports that in 2023 companies expect to exhibit at an average of 47.2 in-person events per year (6% more than in 2019).
As trade shows and marketing events start to fill up the calendar, event organizers need creative solutions to bring in more attendees and drive value to sponsors and other stakeholders. In this article we outline five solutions for event organizers to bring life to their events.
Scavenger Hunts
The classic scavenger hunt, or treasure hunt, was historically run using a piece of paper and stamps. Attendees would visit booths or prime destinations in an effort to complete their card. It’s sort of like playing a lottery ticket or bingo. Tick off all the squares and you win! In an age where digital dominates, organizers have an opportunity to move a scavenger hunt experience from physical to digital, while going green at the same time. Solutions exist that leverage QR codes as the destinations while attendees load a progress report that tells them what stops they’ve completed and where they need to go next. This is an excellent way for event organizers to drive traffic to key areas, exhibitors, or sponsors – getting them to do what you want them to do. Event organizers can also monetize each stop thereby creating additional revenue streams for their event.
Two Truths and a Lie
This event experience encourages attendees to network with each other. I’ve been to many events in my career. Although the events industry is rather “clicky”, it never fails that I’m walking around the show floor introducing myself to people. Sometimes it feels awkward as people are almost suspicious of “nice guys”. Why should it be that way? Event organizers can give attendees a reason to connect with one another . Two truths and a Lie is one of the best ways to do that. Prior to the event attendees answer three questions about themselves, with two answers being truthful and one answer being a lie. Event organizers can program how the experience works, and whether one attendee needs to guess the truth or the lie of another attendee. If they get the correct answer the attendee earns points and a chance to be atop the leaderboard.
Speed Networking
We’ve all seen the popularity of dating websites grow over the past decade. The concept is great. Match people up, have them go on a date, and if there’s a good match then the rest is history. These concepts can also be applied to business through speed networking to help event organizers. Solutions exist where groups of people can join “rooms”, which might be dedicated to common interests. Attendees meet in the room at a specific time and are matched with another person where they have a time limit to network. Once the networking session is over, the attendees are matched to another person. This is a great opportunity to connect buyers and sellers together, like-minded buyers together, attendees with common interests, and more.
Digital Activations
Exhibitors spend lots of time and money hauling in giant spin the wheels, whack a moles, or Plinko to their live event hoping the aid acts like a minno to hungry fish, attracting attendees in swarms. Event organizers have enough to worry about and can’t spend the time bringing in physical activations. Instead, solutions exist for digital activations that can be run on tablets. Event organizers can brand digital activations, sell sponsorships, and use them to deliver a message or preview content. When attendees engage with the digital activations they earn points. Points accumulate over the course of the event as attendees vie for a spot on the top of the event leaderboard. Attendees can be incentivized to participate if prizes are awarded for people that finish in the top X position on the leaderboard.
Session Surveys
Event organizers often offer educational sessions at their event. Although, most organizers miss out on the opportunity to collect data, feedback, and further engage attendees with the use of surveys or polls. Surveys or polls can be displayed using a branded QR code at the beginning or end of a session – or even somewhere in between. Attendees can scan the QR code with their smartphone to take the quiz/poll. Data is aggregated for event organizers to use and provide feedback to the speaker while improving the experience for the following year. When attendees participate they can earn points and get a spot on the leaderboard – encouraging them to participate at deeper levels.
We hope these five creative solutions for event organizers give you some ideas for your next event! Contact Lead liaison at www.Leadliaison.com if you’d like our help in providing any of these five solutions. We can help!
Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
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We have all been there. Your company has spent tens of thousands on your booth, staff presence, and extramentals.
How can you make sure you get the most of it?
Email.
From start to finish, Email can be the easiest to use, and also the best tool in your arsenal.
How, you ask? Let’s go into the details…
Pre-show
Many shows provide, either for purchase or as part of your registration, a list of attendees. Use this list to send out pre-show emails inviting people to a special experience or intentional meeting at your booth. If the show provider doesn’t provide such a list and you have been to the show previously, you can pick out previous attendees linked to that event in your database who are likely to return to the show based on previous years’ attendance.
If you’re running a contest or incentive to visit your booth experience, detail it in your pre-show email. It’s also a good idea to offer calendar scheduling for people to arrange time to meet with you.
Offer PDF documents teasing incentives, special offers, or explanations of your unique products and solutions to build interest. Pre-show email is your first touch, and provides a gateway to building interest. Be sure to include your booth number and a simple map or illustration so people can easily find you. This can even include downloading a show floor map indicating your location to make your booth easier to find.
During the Show
People will often request documentation about your products or solutions. Why burden them with paper they might lose or damage when you can offer digital content that they will receive right away in their inbox for them to preview at their convenience? This has a secondary effect of reminding them about the topic of your conversation, which can be handy as they speak with dozens of exhibitors throughout the day.
When to send such an email varies and is up to your professional discretion. Sending the email right away when prospects are still on the show floor indicates that you deliver what you promise while it is still fresh on their minds, but this approach may also result in reduced open rates since it is unlikely they will see the email until they get back to their hotel room, or return from the event to sort through – and delete unwanted emails. Our suggestion is to include follow up email timing as a key question that you ask when discussing the material you will send them.
If you’re using a Universal Lead Capture platform such as Lead Liaison, you can ask them if they want the documents immediately, at the end of the day, or after the show, or any other time frame as a qualifier for sending the email. This way prospects get the documentation exactly at the time they specify.
On average, trade show attendees spend 8.3 hours visiting booths and displays…
So the courtesy of showing that you value their time can go a very long way in building relationships.
End of Show
The post-show email is likely the most important email you can send out. Personalize it with discussion recaps and send out thank you messages for spending time at your exhibit. The work week following an event is generally the best time to send post-event emails, as people will be back in the office and a simple reminder can do wonders to keep the conversation alive.
If you did not schedule meetings during the show, make sure to offer a calendar link in post show follow up. Toss out a meeting link and invite the people you met to connect again and discuss in further detail how you can help them.
On average, event attendees will tell 6 other people about their experience at the event.
If you were memorable, this is a great way to increase word of mouth marketing.
Carefully planning pre-show, during the show, and post show emails is a vital step that is guaranteed to help increase those valuable post-show conversation, and overall show ROI; and will also help with brand awareness as they see – and remember – your company’s brand and solutions.
Lead Liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
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In the sales world, you have a lot to keep track of: new leads, existing leads, who needs follow-up, who still needs a touch, contracts sent, contract returned, and so much more! With multiple prospects and stages to track simultaneously, sales professionals need convenient ways to stay organized and focused on the target ahead. This is why Lead liaison has developed the new Lead Analyzer!
The primary function of the Lead Analyzer is to sort leads and keep track of sales stages from the point of lead assignment to deal closed.
Say you’ve just returned from a trade show. All of your leads are sent to the lead analyzer where they can start the journey through your sales funnel. The Lead Analyzer places leads in customizable stages. Leads travel from stage to stage based on what the sales professional deems most appropriate for follow-up.
For instance, after a recent trade show, we set these stages: Captured, Assigned, Outreach, Demo Booked, Demo Complete and Done. As we worked through qualified leads by priority (Urgent, Hot, Warm, Cold), we were able to move prospects visually through the sales funnel from stage to stage until either a demo was complete, or they completed all of the sales stages.
This alleviated the need for our sales team to keep track of leads on a spreadsheet, or a piece of paper! Using the Lead Analyzer, we are also able to understand what stage every lead is in at a glance, and we can quickly reassign prospects to the next stage with a simple drag and drop. From the lead analyzer, we can quickly view or play audio notes, and take actions such as:
Adding a note or task reminder to the prospect record in our CRM.
Adding prospects to automated workflows such as nurtures and rhythms or cadences.
Adding prospects to segments and lists.
Creating deals and tasks related to the lead.
Sending letters, emails and postcards to the prospect.
Another interesting use case for Lead liaison’s Lead Analyzer is to help me manage leads that haven’t come from a specific event (the best practice is to keep event leads separate so you can track ROI on each show).
I have different stages defined: First Outreach, Second Outreach, Demo Booked, First Follow-Up Post Demo, Second a Follow-Up Post Demo, Order Form Sent, and Order Form Received.
This helps in keeping my leads straight, So I can instantly see who needs an additional touch to get a demo booked, when I need to follow up post-demo, and it helps me keep track of those order forms I have sent out for a signature.
Lead Analyzer is part of Lead liaison’s Sales Enablement platform, which includes a free CRM called OneFocus. If you’d like more information about these topics, please Contact Us.
I’m sure once you experience the Lead Analyzer, you’ll figure out the best stages for your sales team. But overall, it’s going to make keeping track of where the leads are in the sales funnel much easier.
Lead liaison is a multifunctional event platform that provides:Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
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Demystifying Engagement: How to Connect with Your Audience
Connecting with your audience is vital to demystifying any form of engagement when it comes to event management. Liz King graced InEvent’s 360° event to shed more light on how to connect with your audience.
Liz King Caruso started her business on Twitter, but after connecting with like-minded individuals via social media, her Twitter account blossomed into a fully-fledged events business. Liz has experience in virtual and hybrid events for about ten years. Her expertise in virtual platform strategy and the monetization of virtual events is well sought after in the industry.
At InEvent’s 360° event, Liz left us with pearls of wisdom to help event planners engage audiences in a way that better serves virtual and hybrid objectives. If you missed it, you could catch her session on-demand here.
360° Key Takeaways from Liz King Caruso – Events specialist and consultant at Liz King Eventsent
Event engagement has changed significantly over the past few years. According to Liz, a good starting point is to re-imagine what in-person, virtual and hybrid events will look like in the future.
“I believe that hybrid is the future, and it is critical that we get ourselves out there and try it.” – Liz King caruso
Sometimes hybrid events simply look like a live stream where the audience is watching remotely. There would be a great in-person event, and people are watching virtually, but the event’s main focus would always be the in-person event.
CTRL ALT DLT event in 2017
Liz King Events produced an event called CTRL ALT DLT a few years ago, where they had a virtual program and had hubs of people participating from all around the world. According to Liz, that was the closest example they had to the type of events being produced today in 2021, in 2017.
Liz reiterates that these event models have existed, and today we see that people want to interact with each other in a different way, which calls for a new way to look at the engagement at virtual and hybrid events.
While there is Zoom fatigue, there is no such thing as Netflix fatigue.
In Liz’s experience, she found that audiences are selective about what they spend their time virtually, which begs the question as to why people were getting tired of Zoom, but not of Netflix.
This is valuable insight for events planners because it suggests that event producers are doing something wrong.
“We have to be more entertaining. We have seen that people’s time attention span for anything virtual is really short unless you design a TV show. People don’t have the attention span to sit and watch educational content or to network for long periods,” says Liz.
Virtual events are great for introverts.
Whenever event planners talk about the engagement metric, they usually refer to how many people are on screen. In the beginning, event planners were asking questions like “are their videos on?” or “Are they participating in conversations?” To determine engagement, but in the last year and a half, she realized that maybe that approach is not the key to determining engagement anymore.
Different audiences
“A true hybrid event is an event with two different audiences, and they have all the perfect touchpoints.”
Liz King Caruso
Over this time, Liz has come to understand that the virtual audience and the in-person audience are two very different experiences and therefore should be treated as such, especially regarding engagement.
“When we are at a virtual event, we don’t have handshakes and hugs. The breaks are awkward because we don’t have a person to turn to on the right and introduce ourselves to. We are sitting in our home offices, and every second feels like 6 minutes”, says Liz.
With that in mind, event planners need to create two completely different engagement experiences for both audiences.
Ask yourself: To what extent do people want to connect when they are a part of two completely different audiences?
Think about the ways that you can connect your audiences to the content. Virtual event platform features like chat options, live Q&A, and upvoting questions are helpful for this purpose.
Liz suggests thinking about whether you can have your virtual attendees networking with each other in one way and your in-person attendees having a different networking experience with each other.
“I don’t think we should be that obsessed with these two audiences connecting with each other, but I do think we need to think about how those two experiences are and should be different.”
Liz King Caruso
Agenda
Does someone virtual want to attend an 8-hour day? Probably not. Event planners need to look at how we plan the agenda to be more meaningful for both audiences.
Think about how you can make the agenda about your attendees. With the TechsyTalk Global conference, most content was designed around what the attendees wanted to talk about. “We’re not even choosing topics until part of the event has started. We had a few sessions, and we asked attendees what they wanted to talk about. Then we had some breakouts where they became part of the conversation,” remarks Liz. “I think that’s critical, especially as people are getting tired of watching way too much content. Whether it’s live or pre-recorded, it’s too much content. They want to be part of that experience, so making the agenda about the attendees is really important.”
Shorter formats
Liz suggests having sessions of about 10-15 minutes long.
“People can get a ton of content in a small amount of time.”
Liz King Caruso
“Rethink the most important content for your session, make it a hitlist, and maybe do the Top 5 points. Those are always our best sessions,” says Liz. “We see even with in-person, people are there to network, they want to see each other, they want to experience all the things that they haven’t been able to experience. Content is not necessarily one of those things. They skip out on the mainstage sessions, so we may want to think about mixing up our agenda as well, to see how that works for the hybrid model.”
Production value
Better technical production is imperative, and investing in the right cameras and lighting will yield better results. “We have been talking in the events industry about TV production quality,” says Liz. “We have to be TV producers, we have to make events that flow and have an entertainment factor like survivor or whatever show that makes you wanna binge-watch, and we have been obsessed with that concept for a while now.”
Events are significantly different from TV because they are live, and they have a lot of other components.
“Access to better technology will make a big difference to your attendees when it comes to engaging them” – Liz King Caruso
Accessibility
The best way to engage our attendees is to make the event accessible so that they can attend. You can do this by offering:
Translations and ASL (American Sign Language) – there are many different tools and technologies at in-person or virtual events that can make our events easier to access, especially as we have audiences worldwide.
Different formats of events – people are tired of being online all the time, and with the increase of audiences on Clubhouse, there is a demand for other content formats.
A 365 experience – event planners have been talking about this concept more and more over the past few months. A 365 experience allows you to share content throughout the year and keep our audiences engaged by using fresh formats like on-demand content.
American Sign Language (ASL)
“It’s not just about this one-time experience, but thinking about how we can build that out.”
– Liz King Caruso
Entertainment
Offer entertainment breaks instead of coffee breaks. Try digital gamification experiences which might include virtual puzzles, trivia or jeopardy games with content relating to a presentation, company or solution, a fun game of BINGO, PacMan or Candy Crush with uniquely branded game elements to create excitement and really drive brand and message retention. “I recommend mixing that up in your agenda. Where an in-person audience will have lunch or bathroom breaks, fill that space with entertainment for virtual audiences, and that is how you will differentiate between audiences again,” suggests Liz.
Networking
People attend events for content and networking, but people want networking with the overload of content. InEvent has the new networking roulette feature for virtual audiences that allows attendees to be randomly paired with another event attendee.
But what does networking look like for an in-person audience? People want most of the event to be about connecting with other people, and we need to think about that for both audiences.
Engagement is constantly evolving, what one may understand by the word engagement may be different from another, but it comes down to really knowing your audience. Be more inventive with your event agendas. Think about the benefits for your event attendees and how you can facilitate the absolute best experience for them.
InEvent is a dynamic audio-video solution that has the ability to create, recreate and customize a variety of virtual interactions ranging from Webinars, to live broadcasts, panel discussions, summits, networking sessions, conferences, and spanning across the pharmaceutical, educational, corporate, and event tech industries.
The platform has cutting-edge mobile technology to make interactions and engagements with your attendee’s whole new levels with quizzes, gamification, interactive newsfeed questions, networking, and agenda.
Users can edit real-time videos in simultaneous collaboration without uploading files or using any external software. Its cloud-based platform will host your files and enable your access from anywhere.
Lead liaison is a multifunctional event platform that provides:Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards,Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.
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Dallas, Texas – Lead Liaison, the leader in sales and marketing automation solutions, has added yet another free tool to their growing list of resources available to sales and marketers worldwide. The solution is appropriately named Website Visitor Converter.
Brad Froese, Director of Marketing, acknowledges one of the primary challenges marketers must overcome:
“Marketers are constantly trying to figure out what type of content to put on their website. They understand inbound marketing is a critical growth strategy. However, it’s hard to figure out where to draw the line. What should be given away for free and what should be gated? Gated content should be valued enough by a visitor to exchange for their coveted email address. Once they’ve determined what that valuable “free” content is going to be, marketers can use Website Visitor Converter to gate it for free. They can also set up and manage passcodes, and easily style gated prompts to match corporate branding. It’s a really flexible plugin for any website built on the WordPress platform.”
The solution can operate in one of two ways. First, it can be used for free to gate valuable website content. Interested website visitors can provide their email address to access the content. Through an integration with a leading email validation provider, email addresses can be verified for authenticity prior to accessing the content. Alternatively, content can be gated by a pass code. The pass code can be handed out ahead of time and used to unlock access. Second, the solution can integrate with Lead Liaison’s sales and marketing automation platform. When a visitor provides their contact information, they can easily be added into an automated workflow or drip campaign.
Website Visitor Converter is a free, downloadable WordPress plugin available directly from the WordPress.org catalog, and can be downloaded here.
About Lead Liaison Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit www.leadliaison.com/press-kit.
About Lead Liaison Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit www.leadliaison.com/press-kit.
Thinking about how you will manage your post-show follow-up, after a trade show or other marketing event, is a critical step in finding success with event marketing.
There are several methods of communication that you’ll probably consider using in your follow-up, but have you considered text messages?
Text Message Marketing in Post-Show Follow-Up
You want an omnichannel approach before, during, and after the trade show. In addition to email marketing, you want to harness the power of social media. You should consider the often-overlooked channel of direct mail marketing. And here’s a channel you might not have thought about—text message/SMS marketing. Used wisely as part of your well-provisioned “marketing toolbox”, before and during the event, and as part of your post-show follow-up, text message marketing can help you reap major dividends. Before your trade show, text/SMS marketing can help you build name recognition for your brand, not to mention the kind of curiosity and anticipation that guarantees attendees will gladly go the extra mile at the show to seek you out and discover more about what you can do for them. When you are at a trade show, you can use text messages to notify attendees of agenda items you do not want them to miss, like an after-hours party you are hosting, or an intriguing product demo that will answer many of their questions and lead them to eagerly engage with you and go further into your pipeline. You could also send a text blast to announce a drawing or fun contest you are hosting.
How About After The Trade Show?
After an event, life for them, and you, is hectic. You are back at work. You are trying to get back into a normal routine. So are the leads you met at the trade show. At this point, you are at a marketing “fork in the road”. They have a lot on their minds and their plates. They could get distracted and easily forget about you. You could get complacent and forget to follow up with them. This scenario happens a lot. Many marketing and sales teams struggle with post-show follow-up; their lead generation and nurturing efforts fizzle out. Please don’t let that be the case for you and your team. You have put in too much time, effort and financial investment to not enjoy a substantial return. You captured the leads. You and your staff met many of them face-to-face. It’s critical that you now build Top of Mind Awareness (TOMA) and nurture them with an omnichannel post-event follow-up campaign. Text message marketing can help you.
A Huge Benefit Of Text Message Marketing!
With almost any marketing initiative or channel, you face a big challenge: it’s difficult to grab and keep your audience’s attention. It can be a major uphill battle to get your busy, distracted leads to stop what they are feverishly doing, focus their limited attention on your message, open and read it. Text message marketing helps you overcome this challenge. Think about it. When they receive a text, almost everyone stops what they are doing, opens it up and reads it immediately. I do this. Chances are you do too. The engagement rate with text messages is off the charts. The open rate for SMS marketing messages is huge – as much as 82%! What other marketing channel has that kind of open rate? As effective as they are, certainly not email or direct mail. Bottom line: your post-trade show text message is very likely to get opened. And if it gets opened, it’s likely to get read. And if it gets read, assuming you wrote it well (more on this in a moment), it’s likely to help your post-show follow-up by leading to a conversion where the reader takes the step you want them to take.
Text Message Marketing Use Cases. The Sky Is The Limit!
There are a multitude of potential use cases for text message marketing. You can notify your subscriber list of your latest blog article. You can send a Happy Birthday greeting. You sales team can send reminders of upcoming scheduled phone calls… You are limited only by your imagination!
To show you that we “practice what we preach”, here is an example of how Lead Liaison recently harnessed the power of text message marketing as part of our post-show follow-up.
At a recent trade show, we asked our new leads if they were comfortable sharing their mobile phone numbers with us. 90% said “Yes”.
We told them to expect a text message that would include their Lead Liaison Representative’s contact information, so they could save it in their phones, in case they thought of more questions after our in-person conversation.
On the backend, our post-show follow-up included a text message, personalized with the lead’s first name. That text was triggered within minutes of submitting our lead capture form, meaning that we were most definitely the first to follow up with them.
Avoid “Shiny Object” Syndrome
This is true for any marketing channel or tool, including text/SMS: don’t use it just because “it’s cool”, or “it’s popular and everyone else is using it”. Plan out your marketing strategy and objectives. Then plug in the tools to help you reach those objectives. There’s a great likelihood that text message marketing should be one of those tools; after a trade show, and in general, it can be a valuable part of your lead capture and nurturing efforts.
A Couple Of Text Message Marketing Best Practices
Although a detailed explanation is beyond the scope of this article, it’s important that you follow all relevant laws and regulations related to text message marketing. Don’t spam anyone. Only market to those who have specifically given you permission to. And make it super-easy for them to opt-out of receiving your messages. Even though your text message is likely to get opened, it won’t get the response you want unless you follow good copywriting and content marketing practices. So make your text personal. Use the word “you”. Make your message “conversational” and lively, not stiff, formal and “corporate”. When they are reading your text, readers are wondering “What’s In It For Me?” So tell them what’s in it for them. Tell them how they stand to gain by clicking the link in your message. Keep it brief, and build curiosity in your readers’ minds and hearts; use the text to “sell the click”, that is to persuade them to click through to a landing page or website where you can include a lot more copy and marketing content.
Do You Want To Win At Text Message Marketing? Lead Liaison Can Help You!
Are you beginning to see how text message marketing can boost your lead generation and nurturing results before, during and after your trade show? Do you want to take full advantage of this powerful marketing channel to help you gain more leads and sales from your next event? Lead Liaison can help you. We offer text messaging automation through our drag-and-drop, cloud-based interface. So when you are looking to a text message marketing platform that is super simple to use, turn to us. We will help you create new possibilities and opportunities as you pursue success with trade show lead generation!
https://www.leadliaison.com/wp-content/uploads/2019/08/apple-email-iphn.jpg12001800Lead Liaisonhttps://www.leadliaison.com/wp-content/uploads/2013/04/Lead-Liaison-Logo5.pngLead Liaison2019-08-26 10:58:072019-10-22 18:02:34Here’s Why You Should Consider Text Message Marketing in Your Post-Show Follow-Up
Dallas, Texas – Ever since Lead Liaison launched their event lead capture solution, GoExhibit!™, in 2017, the company has been hyper-focused on helping businesses achieve greater success at marketing events like trade shows and conferences. They achieve this by offering the most flexible lead capture solution on the market, as well as a copious amount of educational content they produce around trade shows and events.
This week, they’ve released a kit containing their most popular trade show-related content which they’ve dubbed the Trade Show Success Kit.
The Trade Show Success Kit contains a checklist to help marketing event managers stay organized when planning exhibitions at upcoming trade shows. The checklist gets down to the nitty-gritty with reminders for when to finalize lead retrieval, how to structure post-event workflows, and more. The checklist even includes a sample packing list and sample itinerary, because as Lead Liaison Director of Marketing Jen Worsham says, “It makes it so much easier to have all of those things in once place – especially during pre-event team meetings.”
Lead Liaison’s Trade Show Success Kit also contains a step-by-step guide to implementing an independent lead capture solution. “We wanted to include this because this always seems to be the biggest hurdle to cross when considering the use of lead capture outside of what the show organizer provides,” says Worsham. “There’s so much to benefit from when using a consistent lead capture method across all events, so we wanted to remove the only real obstacle: the unknown.”
For marketing event coordinators wondering what their role looks like during a B2B event, Lead Liaison also includes a list of 10 things event managers should be doing at the trade show. This list includes suggestions like, “find the show organizer contact to collect booth feedback” and “take a photo of your team at the booth for more personalized follow-up.”
Post-event strategy is not missed in the Trade Show Success Kit. It also contains a Post-Show Questionnaire intended to assist in collecting feedback from team members after a show. And, if the return on investment (ROI) is a consideration (hint: it should be), then the resource, How to Evaluation ROI from a Trade Show, will prove to be extremely helpful.
“Because of our hands-on approach to supporting our GoExhibit!™ clients, we live and breathe marketing events,” says Worsham. “Sure, using our lead capture solution aids in success. But, we know that’s not the only thing to consider when planning and executing a successful trade show. This kit covers it all!”
About Lead Liaison Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit www.leadliaison.com/press-kit.
https://www.leadliaison.com/wp-content/uploads/2018/06/Lead-Liaison-Press-Release-3-e1529957926800.png320700Lead Liaisonhttps://www.leadliaison.com/wp-content/uploads/2013/04/Lead-Liaison-Logo5.pngLead Liaison2019-08-15 08:00:442019-08-13 14:06:15Lead Liaison Releases Trade Show Success Kit: How to Prepare For, Execute, and Evaluate a Successful Trade Show
Dallas, Texas – Lead Liaison, the powerhouse behind the event lead capture solution, GoExhibit!™, is set apart from competitors in the industry due to their extraordinary level of customer support. In true form, they released two helpful resources this week which are geared to help trade show coordinators prepare for high-steaks events.
Their Trade Show Preparation Checklist takes the stress out of preparing for trade shows by keeping track of responsibilities in a simplified checklist, along with tips on how and why each item should be completed. It’s extensivity makes the checklist an excellent tool for beginners as well as seasoned trade show planners. The resource also includes a Sample Packing List, as well as a Sample Team Itinerary.
“I use our Trade Show Preparation Checklist for every event we attend,” says Jen Worsham, Director of Marketing at Lead Liaison. “It was something I’ve formulated over the years, and it’s my number one planning resource. I am excited to share it with others in the industry.”
In addition to the checklist, Lead Liaison has just published a collection of Questions to Ask When Implementing Independent Lead Capture Software. A hesitation often encountered by trade show exhibitors, when considering the implementation of an independent lead capture solution, is how complicated it might be to integrate the solution with the show-appointed lead retrieval.
It is a process that sounds more complicated than it is, so Lead Liaison *created* this resource, which can act as a phone script when speaking with show organizers and lead retrieval providers, to *clear the fog*. The phone script was compiled during research performed by the Lead Liaison event marketing team, speaking to dozens of show organizers and lead retrieval providers. Not only does it provide a list of questions, but also the background as to why the questions are necessary.
To access the Trade Show Preparation Checklist, click here. To access the Questions to Ask When Implementing Independent Lead Capture Software, click here. These, and many more trade show-related resources can be found in Lead Liaison’s Resource Library.
About Lead Liaison Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit www.leadliaison.com/press-kit.
https://www.leadliaison.com/wp-content/uploads/2018/06/Lead-Liaison-Press-Release-3-e1529957926800.png320700Lead Liaisonhttps://www.leadliaison.com/wp-content/uploads/2013/04/Lead-Liaison-Logo5.pngLead Liaison2019-07-18 08:26:562019-07-18 14:07:57Event Lead Capture Provider Lead Liaison Unveils New Resources for Trade Show Event Planning
Dallas, Texas – 
