There is now another great way to get the most out of attending your industry trade show — build a lead list and industry panel and a relationship all at the same time when you use the SurveySwipe / SurveyPocket apps with an iPad.
How is a Lead Generation Form Like a Survey?
A trade show lead generation form is really nothing more than a survey profile. When you collect the respondent’s contact information, you’re collecting extremely important information that, up until now, was only used for the purpose of generating a new sale. And if that sale didn’t happen during the current selling cycle, chances are the lead was lost for good. I suppose you could call it “scrap” and scrap is waste and waste eats away at profitability.
It’s no secret that a warm lead is much more likely to buy than a cold one and when you capture trade show attendees information as part of a survey you’re creating warm leads. These are now people with whom you can have conversations about your products, services and industry.
And you can also use the information that they share with you during the show to develop new products, services and even competitive benchmarks.
In other words, what makes your lead generation form like a survey is what you’re able to do with the information once you’ve collected it.
At your next trade show, consider investing in a series of iPads that your trade show staff carries around with them — even away from the booth. It will allow them to grab leads and survey responses from trade show attendees.
Building an Advisory Panel
Another recommendation is to make sure that you ask your respondents if they would like to participate as part of your industry feedback advisory panel. This will give them the opportunity to earn incentives as well as to have an insider’s input into the creation and improvement of the products and services they already use.
Participating in an advisory panel is easier now than ever before. Advisory panel surveys have gone mobile – and this is a HUGE improvement. Not many people are at their desks, but just about all of us are permanently attached to our mobile devices.
Since panel surveys can be completed within 30 seconds or a minute, your panel respondents will be more likely to participate and give you the valuable information that you need.