Lead Retrieval Tools: The Changing Face of Trade Shows and Exhibitions

April 2, 2019

Himani Sheth

Himani Sheth is a marketing executive for Hubilo, an Event Automation Platform that helps event planners organize events in a more efficient and tech-savvy manner.

Events today are much more than the simple gatherings that they used to be. This change can majorly be attributed to the dawn of technology that has made its way into every aspect of event planning and execution.

This transformation has made its way to the trade show and exhibitions industry as well. One of the key concepts that are leading this change is lead retrieval. Lead retrieval tools are the new “in” technology in the trade show and exhibitions industry, changing the way organizers facilitate exhibitor ROI through data generation.

Before we delve into the topic of lead retrieval technology and its implication in the industry, let’s understand what exactly lead retrieval tools are.

“Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product and services.”

Lead generation tools with respect to trade shows and exhibitions are tech tools that let exhibitors gather attendee data using simple QR code scans and/or manually enter data which can then be integrated with exhibitor’s CRM systems that let them nurture these leads through calls, emails, content, etc.

To break it down for you, these are general web-based or mobile lead retrieval apps that help exhibitors carry out the following processes:

  1. Lead capture
  2. Lead tracking
  3. Lead
  4. Lead distribution 
  5. Lead nurturing

Another additional feature that such tools provide is booth staff management features. Exhibitors can measure the productivity of each booth staff members by gathering data on the number of leads created by them. Data for each booth staff member can be stored and managed separately.

Attendees can be handed out their custom QR codes through any of these tools which are then scanned using the above-mentioned lead retrieval apps:

  1. Email
  2. Integrated within the event app
  3. Smart Watches and Wristbands
  4. Virtual Reality Wearable’s
  5. Wearable Beacons
  6. Geofencing

These apps then help exhibitors carry out their entire lead nurturing and management procedures directly through the web or mobile lead retrieval app.

What is the utility of such a tool?

Following are a few benefits of digitalizing lead generation and management by facilitating these tools at events:

  • Increased exhibitor ROI
  • Minimize lost leads for exhibitors
  • Easy to follow up with leads gained
  • Accurate View of Floor Activity
  • Detailed Marketing Report Using Lead Analytics

As for the future of lead retrieval tools and their role in events, developers are now looking into advanced technology such as facial recognition and AR to be integrated into lead retrieval tools.

These tools are rapidly gaining popularity in the trade show and exhibitions industry, which leads to a high probability of lead retrieval tools going mainstream. This, in turn, would lead to more tech-driven trade shows and exhibitions wherein the event strategy will be driven by data gathered through previous events.

Measuring technological developments against data security and management, one simply needs to wait and see how organizers balance these two to determine what’s truly in store for lead retrieval technology in the future.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.