Nimlok Tradepoints:
Customizing Your Lead Card

More and more show organizers are making high-tech lead management systems available to their exhibitors. At registration, visitors receive a card with an embedded computer chip, such as the Galaxy Expocard, or a card with a magnetic strip or a stacked bar code. Encoded data collected during the registration process (including name, company, address, phone, fax, email and some general demographic data) is embedded in the card. Exhibitors then rent a device that reads the cards and collects the information.

The key to getting more specific details relative to your product or service is to create a customized lead card that records all the information necessary for effective after-show follow-up, as well as providing additional marketing data, such as product interest, purchasing influence, budget, and delivery time frames. Then work together with the show management's registration service provider to customize your printout.

Depending on the service provider, customization can take a few weeks or can be done at the show. Do your research — take time to talk to the suppliers to find out what they can do for you.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com