Exhibitors participate in trade shows to create demand for their new products and services, make connections with buyers, and/or to educate an unexplored audience. To achieve these goals, they need the right people to engage with them before the event and to visit their booth on the exhibits floor; in short they need qualified leads! Most exhibitors see value in their participation only if they see tangible qualified leads coming to them from their presence on the event website and also participation in the live event.
The CEIR 2016 Digital Toolkit to Enhance the Attendee Experience explored what digital tools attendees valued most. The overall results showed that the event website is a very important resource for planning. The study found that 70% of attendees surveyed feel it’s very important or important to have a searchable exhibitor/product directory to identify booths they want to visit. In addition, 74% highly valued an interactive exhibition floor map in deciding whether to attend an event.
This research indicates that attendees do search for exhibitors and products ahead of the expo hours. Attending a live event is an investment for attendees too. They like to be thoughtful about sharing their expo time only with brands that seem interesting and engaging. An attendee that decides in advance to visit an exhibitor’s booth = a qualified lead. They have shown genuine interest in said company and/or its products and services.
How do show organizers encourage attendees to plan ahead, and how do you capture their planning choices in order to share them with exhibitors?
Show organizers need to give attendees the digital tools to do so. It’s a simple reality of the times in which we live. Attendees want technology to help them be smarter and sharper in maximizing their time. a2z’s ConnectTM solution offers planning tools for attendees to build a personal expo plan by tagging their “favorite” exhibitors. The list of attendees who tagged an exhibitor is shared with that exhibitor. The exhibitor can then contact a qualified lead prior to the start of the event to set up a meeting or to converse about their products and solutions. Bam! The possibilities for exhibitors to collect and engage qualified leads have just increased exponentially! The event organizer can increase the utilization of these networking tools by offering system recommended matches to exhibitors and attendees based on demographics and interests. Attendees will often favorite system recommended best matches.
Contact us to learn how powerful search, matchmaking and networking features can considerably increase the ROI and value you deliver to your event participants.
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