Maximising Your Exhibitors' Success: Tools for Efficient Lead Follow-Up

As an event or exhibition organiser, one of your primary goals is to ensure your exhibitors have a successful and productive experience. While pre-event promotion and on-site engagement are essential, effective post-event follow-up is equally important. This is where RefTech's technology comes into play, offering exhibitors the tools they need to track and follow up on leads efficiently during and after the event.

RefTech's own research shows that 62% of exhibitors fail to follow up on their leads, with many missing out on significant business opportunities simply because they didn't follow up. Simon Clayton, Chief Ideas Officer at RefTech, emphasises the importance of lead follow-up, stating, "Our research shows that exhibitors still aren't getting the basics right. There are so many tech products being promoted to help exhibition organisers and exhibitors, but they need to concentrate on the basics – simply to follow up on leads generated from attending. This research is not in isolation; it echoes results from past research we have conducted at events and personal experience too. Recently I visited a stand at a tech exhibition and was genuinely interested in placing an order for an expensive piece of tech, but the salesperson didn't follow up so I ended up purchasing it from a competitor instead."

Keep it simple

The RefTech research showed that having a scanner did help; 50% of exhibitors who scanned badges did follow up, which was higher than those without scanners. Using a badge scanner means that the clients' information is easily available, and it may be an indicator that the exhibitor has created a lead follow up plan.

Provide Real-Time Lead Tracking Tools

A key factor in helping your exhibitors succeed is giving them access to live data on the leads they generate during the show. RefTech's platform allows exhibitors to see real-time information on who they've scanned and engaged with, which simplifies the follow-up process and improves response times.

Kirsty Taylor, an event organiser and Partner at Taylor Bennett – a long-term RefTech client, shared her experience using RefTech's technology: "With RefTech, our exhibitors could instantly access live data on the leads they were gathering. Instead of waiting until the event was over, they could start engaging with leads immediately, even while the show was still happening. The marketing team, back in the office could also access the leads immediately and send relevant information or materials. This meant that by the time the lead reconnected with the exhibitor at another part of the event, the lead was already familiar with the exhibitor's offering and it made the second or third conversation much more productive." By empowering exhibitors with live lead data, you can help them create a more efficient and effective follow-up process. The immediacy of follow-up can significantly enhance their chances of success, turning prospects into loyal customers before the competition has a chance to do the same.

Support Exhibitors with the Right Tools

By providing exhibitors with technology that helps them follow up quickly and efficiently, you're not only enhancing their event experience but also helping them maximise their return on investment. In the end, their success reflects positively on your event, building trust and ensuring they'll return for future exhibitions.