Managing Leads: Customize Your Lead Tracking Tool to Better Categorize Prospects

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 is installed in their trade show booth and read the cards of prospective customers and collects their 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.