Best Practices in Tradeshow Lead Management

1. Best Practices inTradeshow Lead Management with Jefferson Davis

2. Your Presenters… • Elli Riley, Senior Exhibits Manager, HIMSS • Jefferson Davis, Tradeshow Expert • Nick Marion, Event Services Manager, CompuSystems, Inc

3. Webcast Objectives • Share Surprising Industry Research on Tradeshow Leads • Present Best Practices for Improving Lead Capture, Routing and Reporting Processes • Review the Official Show Lead Retrieval Company’s Products

4. Jefferson Davis, President, Competitive Edge“The Tradeshow Turnaround Artisttm” • Consultant, speaker, educator, trainer and author • 22 years exhibition industry experience • Personally invested resources in over 200 tradeshows • Brings an intense focus on results • Developed practical, workable processes to address critical exhibiting success factors • Helped clients generate over $500,000,000 in measured tradeshow results • Provides a complimentary situational assessment CALL 800-700-6174 in the US or 704-814-7355 EMAIL: jdavis@compedgetraining.com WEB: www.tradeshowturnaround.com

5. Is this how your distribution channel views your tradeshow leads? • Q: What’s the difference between most tradeshow leads and a fortune cookie? • A:The fortune cookie might come true!

6. Startling Facts About Tradeshow Leads • 87% are never effectively followed up on • 76% of sales people view tradeshow leads as “cold calls” • 43% of prospective buyers receive information after they have made a buying decision • 10% of exhibitors use any organized form of post-show measurement

7. Determining the REAL Cost of Poor Lead Management • Cost Per Lead: • Total Show Spend/# Leads • $75,000 / 150 Leads = $500 per lead • Lost Revenue Opportunity: • Average Sale Amount x # Lead Conversion % • $25,000 x (150 leads x .25% = 38) = $950,000 • Brand Perception: • How does not following up impact your company’s brand perceptions in the market?

8. The ROI truth… “If you are ever going to produce a financial ROI, it is hidden in your leads.”

9. Why is this happening? • Marketing and Sales “disconnect” • Perceived quality of tradeshow leads • Lack of exhibit staff training • 86% of booth staff have never received one single hour of professional training on how to work an exhibit • Lack of “clarity” on what a lead really is • Lack of a “Closed-Loop” lead management system

10. Ask the Experts… Best Practices inTradeshow Lead Management Q & A • Press Q&A Button • Type your Questions • Press Submit

11. The “Closed-Loop” Lead Management Process Report Route Capture

12. Keys to a Closed Loop Lead Management Process • Capture the highest quality leads • Efficiently Route leads to the right people for fast follow-up • Provide an easy method for lead recipients to Report progress and sales conversion

13. Improving Lead CAPTURE Process • Define What Is and Isn’t a Lead • Personal Interaction • Qualifying Questions Asked • Answers Documented • Next Step Identified & Agreed On by Visitor • Set Realistic Lead Goals

14. Set a Realistic Lead Goal “Exhibit Activity Level” • # of exhibiting hours18.5 • # of booth staff x 5 • total staff hours 97.5 • interactions/hr/staffer x 4 • total target interactions 390 • % of visitors to lead .25 • Lead goal 98

15. Improving Lead CAPTURE Process • Ask Sales What Information They Want to Capture to Qualify Leads • Project/Application/Need • Requirements or Specifications • Product Interest & Level • Buying Role • Budget • Timeframe • Decision Team

16. Improving Lead CAPTURE Process • Develop Specific Priority Codes

17. Improving Lead CAPTURE Process • Create an Effective Capture Device • Paper: Business cards, lead form • Electronic: Rent system, Universal capture system • Considerations: • Attendee Interaction • Efficiency • Accuracy • Cost • Security

18. Lead Retrieval Company Contact Info Slide Headquarters CompuSystems, Inc. 2805 S. 25th AvenueBroadview IL, 60155PH: 708.344.9070FX: 708.344.9487 SALES: 708.786.5565 www.compusystems.com exhibitor-sales@compusystems.com

19. Lead Capture Devices available to HIMSS exhibitors DeviceKey Functions CompuLEAD Desktop II -Instantly prints comprehensive sales lead reports -Smaller footprint -Integrated USB Memory Drive -10 Standard lead qualifiers CompuLEAD Desktop Pro -Transfers sales lead information to your desktop computer (not included) -Use proprietary lead management software, LeadLINK Plus - Create extensive product lists with up to 3 levels of organization - Receive leads in electronic format CompuLEAD Mobile -Wireless unit does not require Electricity -Add electronic notes to records -Leads contain visitor demographics -Lightweight unit fits in the palm of your hands

20. COMPULEAD DESKTOP II • Key Features - Instantly prints comprehensive sales lead reports - Integrated USB Memory Drive - 10 Standard lead qualifiers - Leads contain visitors’ demographics

21. COMPULEAD DESKTOP PRO • Key Features -Transfers sales lead information to your desktop computer (not included) - Use proprietary lead management software, LeadLINK Plus - Create extensive product lists with up to 3 levels of organization - Receive leads in electronic format

22. Lead Retrieval System – Data FileThe data contained on the badges and recorded by the TRAKKER System is as follows: Field Description Sample Data FirstName Attendee's First Name "John“ MiddleName Attendee's Middle Initial "Q“ LastName Attendee's Last Name "Doe” Company Company "University Hospital“ Address1 Address Line 1 "123 Main St.“ Address2 Address Line 2 "Suite 456“ Address3 Address Line 3 "Building C“ City City "Any City“ State State "CA“ PostalCode Postal/Zip Code "12345-1234“ Country Country " (USA=Blank) “ Phone Phone Number "(111)222-3333“ Home/Office H=Home or O=Office Address "H or O“ Practice/Focus Practice/Focus Categories "Adult Hip|Adult Knee|Hand“ RegCode Registration Code "AAOS Fellow“

23. Improving Lead CAPTURE Process • Train Your Staff • Reason for the system • Accountability • Hands-on Role playing • Kick off with contests • Assign a Lead Captain • Collection device • Monitor Goals vs Actual • Acknowledge & Corrections • Entry into CRM Routing

24. Improving Lead ROUTING Process • Only Route Qualified Leads • Do it FAST • Include All Relevant Data • Use Your CRM system, a web based system, or email a spreadsheet

25. Improving Lead REPORTING Process • End of Shift Lead Review • Close of Show Report • Number of leads captured versus goal • Cost Per lead • Number and % by priority code • Create Culture of Reporting • We captured the info you asked for • Communicate Cost Per Lead • Cc their Manager • Use Contest to Kick-off

26. Improving Lead REPORTING Process • Make it Easy • Provide basic info • Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale • Follow-up on target report dates • Notify the team of progress and results • Recognize and reward performers

27. Let the Learning Continue… • Today was just a sampling • Stay involved and get others in your organization involved in HIMSS Exhibitor University Online Program: • Two FREE replayable educational webinars • Timely “how-to” exhibiting articles in your exhibitor bulletins

28. Ask the Experts… Best Practices inTradeshow Lead Management Q & A • Press Q&A Button • Type your Questions • Press Submit

29. 3 VOLUME SERIES • Pre-show: Planning For Profit • At-Show: Best of Show • Post-Show: Real Results • Each Volume Contains: • DVD Video, CD Rom Audio with Tools, CD Rom, Pocket Audio interview, Leaders Guide, Resource Guide, Pocket Cards. • $175 per volume - $475 for the 3 volume set • Order atwww.tradeshoweducation.com The complete step-by-step guide to trade show success

30. For Exhibit Consulting & Staff Training jdavis@compedgetraining.com 800/700-6174 in US or 704-814-7355 www.compedgetraining.com Sales@compusystems.com 708-786-5565 www.compusystems.com Advance Rate Deadline extended to 2/5/08