5 ways to capture data at exhibitions
Driscoll Brothers -B2B Exhibition design and build
Global exhibition design and build agency with over 90 years of exhibition expertise. Getting you closer to your buyers
BEST PRACTICE FOR DATA CAPTURE - HOW & WHY IT MAKES SENSE
Data capture is the founding block of a great business. Research shows that customers respond far more positively to a personalised approach and collecting accurate data allows us to better understand who our customers are, streamline our processes and improve conversion rates.
Data = Information, Information = Insight
How do we do it?
Every exhibitor will have a preferred method when it comes to capturing data and so we’ve examined the most widely used to provide a breakdown of the top 5 below:
The Top 5 Methods
1. COLLECTING BUSINESS CARDS
Although a firm favourite at trade shows, swapping business cards isn’t the most effective means of data capture. It has also become a little dated recently as increasing numbers of companies refuse to swap cards due to Covid fears.
PROS
? Easy
? Free
CONS
? Not everyone carries them
? No GDPR consent
2. PAPER LEAD FORMS
Although easy to create, a paper form results in time-consuming post show admin tasks and often leads to a delayed follow up.
PROS
? Easy to create
? Can include more personal info
? Free
CONS
? Clunky & old fashioned
? Time to input when back to office
? Possible loss of forms
? Not massively professional
3. BUSINESS CARD SCANNER
Increasingly popular across European shows, these scanners capture business card information and upload it to a chosen storage system.
PROS
? Contact details stored safely in the cloud
? Easy & quick to use
? Cost effective
CONS
? Limitation on info stored
? Limited personalisation
? Can cost money
? Often incorrectly reads data
领英推荐
4. ORGANISER SUPPLIED BADGE SCANNER
Renting badge scanners from the organiser can be a good option as there is often more data available upon scanning a visitors’ badge. However, there can be issues with CRM integration and it often takes several days to receive the data from the organiser, delaying follow ups.
PROS
? Quick & easy to use
? Can capture lots of data
CONS
? Waiting for data after show
? Personalisation
? Cost
? Data is often generic
? Educating Team - types of scanners
5. LEAD CAPTURE SOFTWARE/APPS
Software solutions come in varying shapes and sizes. Some solutions might prioritise speed of inputting and be a combination of both the business card and badge scanners discussed above. Or they might focus on accuracy and instant lead follow-up.
Whichever solution you choose, never prioritise speed of inputting over accuracy. Most business success is built on solid data and making sure that foundation is accurate should be key.
PROS
? Professional
? Multiple Uses
? Personalisation
? Time saving
? Can capture a lot of data
? Works offline
CONS
? Cost can be prohibitive
? Learning how to use
? Time to implement into team
? Choosing the right supplier
HOW CAN WE EXCEL AT DATA CAPTURE?
Exhibiting is all about building relationships but the conversations you have at a show are just the beginning. How you choose to capture data from these conversations will be the marker for how successful your future engagement is so we’ll finish today’s article with 4 key tips that will stand you well.
1. SIMPLICITY
Make your lead capture as easy and simple as possible for your visitors and your team
2. ACCURACY
Decide on exactly what data you want to capture and get this data as accurate as possible
3. CONTEXT
Getting data is great but understand why you need this specific data. This will enable you to deliver what your potential buyer needs post event.
4. PERSONALISATION
When it comes to the actual lead follow up from the data, ensure it’s strongly personalised and not just a blanket/template email.
Quality Data + Strong Personalisation = Far Greater Results.