What do you fish with at tradeshows: a pole or a net?
I often speak with exhibitors and event marketers who deploy one of these two lead capture strategies. Let’s review:
• “Fishing Pole” strategy – I only scan leads that have expressed legitimate interest in our products and services. If they want a trinket, or have no authority, I don’t waste my time or my sales team’s time by scanning. When I bring home leads they are already qualified because I only scan the good ones. Counts are low but that is what we want. High quality, low quantity.
• “Fishing Net” strategy – I know there are 8,000 people at this show, I want 8,000 leads. I bought 8,000 squishy balls and want everyone here to have one. All they have to do is let us scan them. High quantity, variable quality.
Which strategy is better? The answer depends upon your lead management foundation…
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