Most of the cost of exhibiting is fixed before the doors open, and most of the return depends on what happens after they close. Leads pay for a stand only when someone calls them, and the call goes better when the stand recorded who the visitor was and what they wanted. This guide is for exhibitors and their stand teams. Where your organiser uses evenclo, it notes what is already provided.
Set a target before you book the stand
Decide what a good show looks like: a number of qualified leads, meetings with named accounts or orders taken. Divide the total cost of the stand, travel and staff time by that number, and you have the cost per lead you are paying for. Brief the stand team on the target the evening before, so everyone knows what a qualified lead is and how many the stand needs each day.
Fill your diary before the show
Email your customers and prospects your stand number and invite them to book a time. Many shows let visitors book meetings with exhibitors in advance. In evenclo each stand has one diary with slots drawn from the hours you set, and bookings are confirmed before anyone arrives.
Ask every visitor the same questions
Agree three or four qualifying questions with the stand team: what the visitor wants to buy, when, whether there is a budget and whether they decide. Rate each lead hot, warm or cold before the visitor walks away. Comparable answers are what let sales call the hot leads first. With evenclo’s scanner the questions are on the lead card, which arrives with what the visitor gave at registration, such as job title and company.
Keep scanning when the signal drops
Exhibition halls are bad for mobile data. Use a scanner that stores leads on the phone and uploads them later, so nothing is lost in the busiest hour. Business cards in a bowl are hard to read and impossible to sort. Charge phones overnight and bring a power bank for each person on the stand.
Follow up within two days
Send hot leads a personal message within 48 hours that refers to what they said on the stand, and send warm leads a relevant follow-up within the week. Load the leads into your CRM on the evening of the show, before the team travels home. evenclo exports leads to CSV and can send each one to your CRM as it is scanned.
Common questions
How many leads should an exhibition stand aim for?
Work back from cost: decide what a lead is worth to your sales team, then set a number that makes the stand pay. Count qualified leads, not every badge scanned.
What questions should exhibitors ask visitors?
Three or four, the same for everyone: what they want, when, whether there is a budget and whether they decide. Add a hot, warm or cold rating.
How soon should trade show leads be followed up?
Hot leads within 48 hours, with a message that refers to the conversation on the stand, and the rest within a week.
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