1. Lead Gen Strategy Using Exhibit Leads & Sales Technology

2. Know Your Show Facts & Figures
Evaluate attendance & prior year stats before considering traffic drivers to the booth so efforts are scaled properly.
Pre-Show blasts
Booth Events
Raffles
Meet the Editor Sessions (invited)
Author Signings
Social Media Campaigns
The more you do, the more visitors you will need to engage with. Plan on scanning every visitor, especially if they’re participating in an event.

3. Consider Objectives & Lead Targets
History will determine # of systems and how you will use them.
If more than 100 leads (sales, comps, etc.) are expected, two is a reasonable number.
: 3
300 – 400 :4
Work with your EM to determine if you can use an IPAD POS with badge scanning.
Don’t make Targets unattainable

4. Equipment Options
IPAD LRS: Can load the LRS lead collection system onto a department IPAD (no badge scanning/manual entry, no cost) IPAD LRS/POS: Regional exhibit teams have dedicated IPAD LRS/POS systems for borrowing (w/badge scanning, no cost)
Yoga systems: Full LRS/POS system on laptop (w/badge scanning, managed in NA by 3D Exhibits, cost to use) Content Interactive: For showing content & lead capture– not for selling or comps – some costs associated with using

5. System Quick Facts IPAD/ IPAD LRS / POS Free to Use
Can load multiple devices easily
Limited badge scanning or all manual entry
Available in NA, EMEA, Asia & ANZ
YOGA LRS/POS
Badge Scanning
Business card reading
NA Only
CONTENT INTERACTIVES
Visual Representation of LRS
Business Card Reading

6. Which Sales System Should I Pick?
Choose the Lenovo POS system (with badge scanning) if you have budget and expect high volumes of sales leads
Choose the IPAD system if you don’t believe there will be badge scanning, you don’t expect high sales volume
Content Interactive: Choose when you wish to do demos, have the budget for a lead system, and hard line internet. Combine with several sales systems when necessary

7. POS: Point of Sale
POS transaction paths: Available only on Full Yoga systems & IPAD POS systems held by Exhibits. (Security Requirements)
The POS is the LRS system with added sales capability
Multiple Payment methods
Credit card & customer details encrypted
PCI Compliant
e-receipts sent upon transaction completion
Detailed reporting showing cash collected

8. What Can I Build into the LRS System?
List Building- & postal
Engagements: Raffles, contests, special features
Trial Access Offers – send trial offers post-event
Digital Journal Sample Requests
Ebook availability and pricing based on customer’s home region
Evaluation/Comp Requests: send digital or print copies for course evaluation
Digital Collateral: Send flyers, brochures, website links

9. Make Sure Booth Staff Are Informed
Communicate the Lead-Gen Strategy
Train Them To Engage!
Plan the lead collection strategy before each event
Who will scan, Who will qualify leads to hand-off, who will manage the line, who will hand out promos

10. Lead Gen – Tech Strategy Checklist
Set Targets – (i.e. set number of list sign-ups, comp copies, sales, etc.)
Decide How you will collect leads & sell – (i.e. iPad LRS, iPad POS, etc.)
Find Out the answers to these questions!
Will you be collecting leads to be consolidated with the LRS system?
Can I get the Pre-Registration list to pre-populate the systems?
Consider Content & Campaigns – (i.e. discount strategies on print titles & free shipping campaigns, target lists, trial access requests, etc.)
Gather Content & Materials to distribute carefully - When creating content to distribute to customers, always make sure covers & chapters are the same size, associate content with trial access whenever possible, set up separate training/review discussion with your EM PRIOR to beginning work on the campaigns