Musgrave's Musings

The practice of badge scanning, often touted as a cornerstone of business development at industry events, is increasingly perceived as an outdated and even detrimental approach. Beyond its antiquated nature, this data-grabbing tactic has a noticeable psychological impact on attendees. The predictable surge of impersonal, follow up emails after an event – the 'Thanks for stopping by' and 'Let's schedule a Zoom' variety has become a source of anxiety for many. In response, some attendees are taking control by refusing to have their badges scanned, recognizing that this is the very mechanism that fuels the deluge of unwanted 'cold' emails in the first place.

The cumulative effect of these practices is a growing sense of unease surrounding industry events. Some individuals experience pre-event dread, anticipating the flood of emails that will soon clog their inboxes. The proactive outreach from vendors who acquire attendee lists adds to this feeling, with generic messages about 'finding synergy' becoming commonplace. To cope, some attendees resort to using alternative email addresses solely for events, shielding their primary business accounts from the onslaught. Even the simple act of browsing a booth can trigger an immediate and often unwelcome badge scanning request, creating a sense of being preyed upon. While often overlooked, this predatory approach adds a layer of fatigue to the already demanding experience of attending industry shows, on top of travel, crowds, and other challenges, even if the desire to connect with colleagues and learn about industry trends is still there.

The sheer scale of large industry trade shows can be overwhelming. Beyond the extensive personal information required just to attend, attendees face the daunting task of navigating a sea of booths and engaging in countless superficial greetings. Meanwhile, booth representatives grapple with the pressure of justifying the significant investment made in their presence. The expectation to generate a high volume of leads, often measured by badge scans or attendance-based targets, transforms interactions into a high pressure numbers game. Meaningful conversations become a rarity, replaced by a hurried quest to qualify leads and schedule follow-up meetings, a process dictated by percentages and the need to maximize exposure.

In contrast, smaller, more focused events offer a refreshing alternative. While attendance numbers may be lower, the concentration of decision makers is typically higher, fostering a more conducive environment for in depth discussions. These events often take place in more inviting settings, promoting a relaxed and focused atmosphere that encourages genuine engagement. Furthermore, the cost is often a fraction of that associated with major trade shows, allowing companies to adopt a more personalized approach.

One significant advantage of smaller events lies in the ability to extend direct invitations to past, current, and prospective clients. The cost savings realized from foregoing massive trade shows can be redirected towards providing complimentary hotel accommodations and registrations for a curated guest list. This allows for meaningful demonstrations, tailored presentations, and extended conversations with pre-vetted potential accounts, fostering stronger relationships and yielding a higher return on investment.

We meticulously track scan numbers against overall attendance to gauge event engagement and ROI. However, the true value lies in understanding the source of the business generated. We analyze the percentage of leads that are already known clients or existing leads within our CRM, as these often represent lower-hanging fruit and easier conversions. The cost per lead at these events is a critical metric, and it's essential to factor in all associated expenses, from booth fees and travel to personnel costs. While events provide face to face interaction, the 'sea of competitors' can dilute our message, and the tendency to retreat from the event floor for meals and meetings suggests a discomfort or lack of engagement within the event environment itself. The challenge is determining whether the cost per lead and the effectiveness of lead nurturing at these larger events justify the substantial investment compared to the potential benefits of smaller, more targeted gatherings.

Creating a conducive environment for sales teams to thrive should be a top priority for any company aiming for sustainable growth. This means fostering a supportive atmosphere where team members feel empowered to develop their skills and close deals effectively. Setting unrealistic sales goals based solely on marketing spend, without considering other factors, is a detrimental practice. It can negatively impact the team's morale, create unnecessary pressure, and even damage relationships with potential clients who may perceive desperation. Furthermore, evaluating an individual's worth solely on their performance at a single event can lead to feelings of inadequacy and ultimately contribute to employee turnover. Instead, companies should focus on providing adequate training, resources, and realistic targets that align with both business objectives and the well-being of their sales team.