Lead Collection – The queue for your booth starts here!

Large trade shows are a unique and significant platform for lead generation, and serve as a powerful lever for improving brand awareness, increasing customer engagement, and increasing sales. In this article, we will review the effectiveness of lead generation at trade shows, provide research data to support this, and show how creative and production agencies can help create experiential marketing activities at their exhibition booth.

Collecting leads at exhibitions: what’s the magic and how does it still work?

Designing a booth for an exhibition, building an attractive visual language, choosing an excellent location, these are important tools that serve one purpose, collecting leads and information about the participants in the exhibition and creating working relationships and partnerships for the future. So some important data that you should know about leads and exhibitions:

1. Quality of leads – leads collected at exhibitions are often of higher quality than leads collected from other sources. A study by CEIR shows that 81% of exhibition participants have purchasing authority. This figure emphasizes the importance of exhibitions as a tool for collecting quality leads that can become actual customers.

2. Lower cost of a meeting – PPC of life itself. Participation in exhibitions allows brands to meet potential customers at a lower cost compared to meetings outside the exhibition. The average cost of an initial meeting at an exhibition is about $96, compared to about $1,039 for a meeting outside the exhibition.

3. Higher conversion rates The opportunity to directly showcase products and services to potential customers and interact with them face-to-face leads to higher conversion rates. A CEIR study found that leads collected at trade shows converted to customers at a rate of 20%, compared to an average rate of 10% for leads from other sources.

Marketing activities at exhibitions as a mechanism for collecting leads

Obtaining details from potential customers is not an easy task. Visitors may be hesitant to provide personal details openly. It is not for nothing that Anne Handley often says that “in today’s competitive business world, we must seize every opportunity possible to create meaningful connections with customers. Innovative lead collection methods at exhibitions are a great way to highlight the brand and leave a strong impression.” Therefore, it is important to create a positive experience that will motivate visitors to get exposed and leave details. And there is no doubt that this can be achieved through more experiential and creative ways of collecting leads.