Explorer's Journal

May 11th, 2017

Exhibitors spend vast sums on trade shows, often for little return.

Now that’s ancient history.

Our proprietary trade show lead-gen system, PLAYBOOK, can help deliver real ROI against exhibitors’ expenses.

PLAYBOOK is a six-part, lead-gen system that takes the uncertainty out of exhibiting, by assuring exhibitors ready-to-buy leads.

It’s designed to drive highly-qualified traffic; engage prospects through gamification; identify ready-to-buy leads; and provide valuable, actionable business intelligence.

Best of all, PLAYBOOK provides trade show organizers additional revenue.

Here’s how it works:

Step 1: LIST BUILDING & BUSINESS INTELLIGENCE

We clean and standardize show management’s attendee registration list, appending business intelligence to every record (data like company size, credit score, technology spend, SIC, etc.).

Step 2: PRE-SHOW POSTCARD

We send a customized, jumbo, pre-show postcard to all prospects selected by the exhibitor. The postcard drives traffic to the exhibitor’s booth by offering attendees the chance to play a cool trivia game and win prizes.

Step 3: PRE-SHOW EMAILS

We send three, customized, pre-show emails to every prospect. Each seeks to drive appointments and traffic to the booth.

Step 4: PRE-SHOW TELEMARKETING

We complete outbound, pre-show in-person telephone calls with every prospect. The calls are used to collect additional business intelligence, pre-qualify visitors and set in-booth appointments, if desired. We also provide weekly progress reports, so the exhibitor can predict the campaign’s likely outcome and plan for booth staffing.

Step 5: ONSITE ENGAGEMENT & LEAD CAPTURE

Attendees download our trivia game app to play and win. All trivia questions reinforce the exhibitor’s brand or product message. Booth staff act as game hosts, driving face-to-face interaction with all attendees, and game scores are displayed on a real-time leaderboard in the booth. The trivia game app integrates with your show app, and with all lead retrieval systems.

Step 6: POST-SHOW TELEMARKETING

Within five days, we make post-show telephone calls to all leads captured during the show. We capture additional business intelligence, including product interest, purchase intent, purchase authority, purchase committee members’ names and titles, budget, timeframe, marketing content needs and preferences for follow-up. Leads are divided into three sets, based on lead-time to purchase and further divided into three categories, Hot, Warm and Cold. Leads are streamed to the exhibitor weekly for analysis, assignment and follow-up. All data can be easily uploaded into a CRM.

Call 202 810.9568 to learn more about PLAYBOOK. Learn how your can produce better return for your exhibitors, and put extra money in your coffers.

PS: For more thoughts on gamification, go here.