Strategies for How to take trade show lead generation to the next level from a professional Magician! Scott Tokar, owner of Corporate FX joins Jim Cermak of Trade Show University to discuss strategies to maximize ROI at your next trade show, conference, expo and event!
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Scott Tokar says simply drawing a crowd isn't enough; exhibitors must implement strategies to activate the audience, efficiently collect data, qualify leads, and ensure effective post-show follow-up. He advocates for moving away from linear processing and utilizing parallel processing strategies to maximize the number of quality leads.
Scott and Jim discuss:
- Beyond Crowd Gathering: Activating Your Audience
Tokar emphasizes that attracting a crowd is only the first step. The real challenge is "what do you do with a crowd once you've got them in the exhibit?" You activate them by:
- Moving the crowd to a theater-style presentation.
- Engaging them in a passport-style promotion with stamps.
- Using gamification, like a QR code and a prize wheel.
- Understanding the limitations of traditional badge and lead scanners
- Implementing Parallel Processing - collecting lead information from a large group simultaneously.
--- This process allows “30 seconds to scan a hundred people.”
- Quantification vs. Qualification - both are important for different reasons
- Qualifying Questions – The Key to Identifying Hot Leads. We give powerful examples of these!
- Automated Follow-up via Drip Marketing:
- Linear vs Parallel Processing
- Sales Staff Involvement and Observation
Scott's Top Takeaways:
-- Embrace Parallel Processing: Move beyond linear lead generation methods
-- Implement Gamification: Use QR codes and games to engage audiences and facilitate quick data collection
-- Leverage Data: Combine data from various sources for richer insights
-- Automate Follow-Up: Use drip marketing campaigns to stay in touch with leads
Connect with Scott Tokar:
- LinkedIn - https://www.linkedin.com/in/scotttokar/
Get your free Trade Show Traffic Scorecard: https://tradeshowuniversity.captivate.fm/
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