{"id":4716,"date":"2011-08-05T10:08:08","date_gmt":"2011-08-05T10:08:08","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=4716"},"modified":"2023-07-17T09:29:04","modified_gmt":"2023-07-17T09:29:04","slug":"how-to-use-surveys-to-generate-leads-and-customers-at-trade-shows","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/how-to-use-surveys-to-generate-leads-and-customers-at-trade-shows\/","title":{"rendered":"How to Use Surveys to Generate Leads and Customers at Trade Shows"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4722 size-medium\" title=\"iPad-survey\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2011\/08\/ipad-survey-300x288.jpg\" alt=\"image\" width=\"300\" height=\"288\" \/>So, you&#8217;re going to a trade show. \u00a0That usually involves sitting down and brainstorming ways to bring qualified leads to your booth and converting them into profitable customers.<\/p>\n<p>Here is a quick check list that you can use to make sure that you&#8217;re covering all your bases to get the most customer conversations out of your trade show events.<\/p>\n<p>One of the most obvious materials you will need for everything on this list is the trade show web site and list of attendees. \u00a0You&#8217;ll also want to be sure that you can get either a mailing list of the attendees or that you will be able to reach the attendees via email &#8211; either the show gives you this list or you give them the information that you&#8217;d like to send.<\/p>\n<p><span class=\"Apple-style-span\" style=\"font-size: 14px; line-height: 23px; color: #444444; font-family: Georgia, 'Bitstream Charter', serif;\"><strong>Focus on your sales and marketing goals<\/strong>. \u00a0The very first thing is to define what goals you&#8217;re after. \u00a0It doesn&#8217;t always have to be about gathering leads. \u00a0 Here are a few sample objectives:<\/span><\/p>\n<ul>\n<li>Get face to face time with the following clients that we only know via email. \u00a0You will need that attendee list or list of companies so that you can see if any of your customers will be there. \u00a0If you&#8217;re not sure, reach out to the ones that you know from the list.<\/li>\n<li>Generate &#8220;x&#8221; number of qualified leads per day. \u00a0For this objective, you will need a clearly defined list of what a qualified customer is. Use your Survey Analytics platform to create a qualifying or profiling survey. \u00a0You can also use SurveySwipe to do this and funnel all your visitors into a research panel.<\/li>\n<li>Schedule or deliver &#8220;x&#8221; number of demonstrations.<\/li>\n<li>Find out what our biggest competitor will launch next year<\/li>\n<\/ul>\n<div><strong><span class=\"Apple-style-span\" style=\"font-size: 14px; line-height: 23px;\">Set a theme for the year.<\/span><\/strong><span class=\"Apple-style-span\" style=\"font-size: 14px; line-height: 23px;\">\u00a0 One of my favorite strategies is to set a theme for a series of trade shows. \u00a0Find a theme that features what you are selling and combines it with something that&#8217;s important to your customers. \u00a0If you make your theme unexpected or extreme, people will stop to your booth just to SEE what&#8217;s going in. \u00a0One company that was in the medical industry chose a 100-yard dash as a theme. \u00a0Their trade show booth features HUGE pictures of runners crossing a finish line, their promotional items were running hats and water bottles and their sales message was around a new product that allowed doctors to cross the finish line and meet a medical records deadline for converting to software. \u00a0It was a HUGE hit because they were the only exhibitor that didn&#8217;t feature pictures of doctors and nurses and hospitals.<\/span><\/div>\n<p><strong><span class=\"Apple-style-span\" style=\"font-size: 14px; line-height: 23px;\">Reach out to as many customers before the show.<\/span><\/strong><span class=\"Apple-style-span\" style=\"font-size: 14px; line-height: 23px;\">\u00a0 If you have the time, definitely send out a direct mail piece or invitation to customers or prospects that you want to meet. \u00a0Instead of sending thousands of mailings &#8211; target just\u00a0<\/span>those companies that will help you achieve your marketing goals.<\/p>\n<p>This is a great opportunity to use a survey! \u00a0You can create a qualifying survey that gets attendees engaged by asking them qualifying questions that focus on the 5-7 key frustrations that they may have that your product or service can solve. \u00a0Think about working the survey questions like a quiz &#8212; people LOVE that.<\/p>\n<p>Then, when they answer the last question of the survey and click &#8220;Finish&#8221; or &#8220;Submit&#8221; you send them to a customized landing page for the trade show that provides a mini report based on the responses that they might have given to the survey. \u00a0This would look like the Quiz answer page in a magazine and say things like &#8220;If you answered &#8220;c&#8221; to question #1 that means that you have the most common issue, be sure to stop at booth #123 and try our wonderful product created just for that problem.<\/p>\n<p>Use Survey Analytics to deliver the survey. \u00a0When they complete the survey, use the &#8220;Finish Options&#8221; to send them to a landing page that goes directly to a special page that you created for that show.<\/p>\n<p>Another idea is to have them PRINT the landing page and bring it to your booth for a prize.<\/p>\n<p><strong>Use the same survey at the booth <\/strong>and profile people who stop in. \u00a0After they complete the survey, give them one of your promotional items. \u00a0Keep those promotional items hidden and only give them to people who complete your survey.<\/p>\n<p>Use the survey to drive your selling process. \u00a0This is ideal for companies who have new or inexperienced people working the booth. \u00a0All they have to do is follow the survey and use the survey results as talking points to guide the customer to the call to action &#8212; either sale or sale appointment.<\/p>\n<p><strong>Follow up with survey results from the show.<\/strong>\u00a0 Take the results from the survey and write them up into a report and then share that report with everyone who came to your booth.<\/p>\n<p>Make sure to write that report in a way that takes that prospect or customer through the areas that are important and how your product or service solves the problems that people in the survey had.<\/p>\n<p style=\"text-align: center;\"><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/lead-generation-survey\/\">Lead Generation Survey<\/a><\/p>\n<p>Bet you&#8217;ve never looked at surveys as a lead generation tool?! \u00a0But they really are so effective, so subtle and focused purely on what the customer needs. \u00a0Not only that, but the very act of taking customers through surveys at a trade show gives you the opportunity to engage them and gather important data that you can use later.<\/p>\n<h6 class=\"zemanta-related-title\">Related articles<\/h6>\n<ul class=\"zemanta-article-ul\">\n<li class=\"zemanta-article-ul-li\"><a href=\"https:\/\/www.questionpro.com\/survey-software\/\">Survey Software<\/a><\/li>\n<li><a href=\"https:\/\/www.questionpro.com\/blog\/importance-of-market-research\/\">Importance of Market Research<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>So, you&#8217;re going to a trade show. \u00a0That usually involves sitting down and brainstorming ways to bring qualified leads to [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[180],"tags":[429],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Surveys to Generate Leads and Customers at Trade Shows | QuestionPro<\/title>\n<meta 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