3 Reasons Why You Should Think Twice Before Renting a Trade Show’s Lead Retrieval System

September 19, 2019

Ryan Schefke

Ryan Schefke is a dynamic presenter, results-oriented leader and hands-on Founder of Lead Liaison, provider of event lead management software. Ryan is passionate about helping companies succeed in the marketing event space. 

If you’re new to exhibiting and unfamiliar with the different lead retrieval solutions on the market today, you might be tempted to rent the system provided by the trade show instead of purchasing your own. While that may seem like the simplest and most convenient option, you might not realize how this path of least resistance could end up negatively impacting your ability to capture quality leads – and your bottom line. 

Let’s examine some of the pitfalls of renting a show-provided lead retrieval system and why purchasing an independent solution is your best bet.

  1. A One-Size-Fits-All System

These days, show-provided lead capture systems come in the form of a badge scanner or a mobile app, with more and more shows leaning toward the latter.

Since these systems are used by multiple exhibitors at a time, they’re typically one-size-fits-all solutions that don’t allow for much, if any, customization. Instead of being able to provide attendees with strategic, targeted questions specific to what your company needs, you’ll only be able to access basic attendee information, such as name, email address and job title.

However, when you purchase your own lead management solution, you’ll have the freedom to customize lead capture forms and take advantage of a myriad of features to enhance the overall booth experience and convert leads into sales. Plus, you’ll be creating a customized and repeatable process that you can execute from trade show to trade show. Try accomplishing that with a generic lead system!

  1. Not As Cheap as You’d Think

So maybe the show’s system isn’t perfect, but it’s got to be cheaper than buying an independent solution, right? While on the surface this may seem true, keep in mind that the costs of renting the show-provided system can sneak up on you if you’re not careful. 

For example, obtaining a user license for a show-provided mobile app can cost, on average, around $390 per user according to our research. But, if you’re like most exhibiting companies, you’ll have a team of sales representatives at the show who will each need access to their own badge scanner. That will either cause your lead capture rental costs to skyrocket from a few hundred to several thousand dollars – for just one show – or your reps will end up sharing scanners. This could not only result in lost leads but also potential business opportunities. And how do you put a cost on that?

Even if the trade show is using a lead retrieval app, they’re still not as cost-effective as owning one because you’re being charged on a per-use basis, again with little customization capabilities. 

Look for an independent lead capture solution that doesn’t charge per user. That way, regardless of the show's size, you’ll never be limited to how many booth representatives can collect leads at one time. Sure, the cost of ownership will look like a lot initially, but when you do the math, you’ll find that you’ll still save money overall with a lower total cost of ownership. Use this Trade Show ROI Calculator to get an estimate based on your company’s event participation data. 

  1. An Inconsistent Lead Retrieval Experience

Another problem with renting, especially if you’re exhibiting at multiple shows throughout the year, is the lack of consistency between the systems and the challenges that can pose for your sales teams. For example, Show A may offer a mobile app, then at Show B, a badge scanner with a different lead retrieval company, and then at Show C, another mobile app from a different supplier. 

Besides being confusing for you and your staff, it’s also frustrating to have to retrain your booth representatives every time they encounter another system they haven’t used before. This is the hidden reality that comes with renting a system: wasting time (and ultimately, money) training employees when they could be focused on gathering quality leads.

When you use your own lead capture system, you’ll enjoy a much more efficient and consistent experience for both you and your staff, who can learn to use one common interface to its maximum potential. Your sales reps will be able to ask the right questions and collect the most accurate information, providing your marketing department with everything they need to follow-up properly. 

While you will have to pay for access to the show’s Developer’s Kit or API (Application Programming Interface) when using an independent lead capture system, this will be your only tie to the show-appointed lead retrieval company. That’s why working with a provider that supports this part of the process is key. Once API access is granted, you’ll be free to use as many tablets and smartphones for scanning and collecting leads as you wish!

While purchasing a lead solution may seem like a big investment on the front end, it actually ends up saving you money in the long-term, especially if your company exhibits at multiple events throughout the year. Factor in the cost per event for renting versus owning, times that amount by the number of trade shows you exhibit in, and you’ll see that once you get down to the nitty-gritty of dollars and cents, owning is actually the most cost-effective option. 

Food for Thought…

Studies have shown that approximately 35-50 percent of people tend to do business with the company that responds to them first. If you’re one of several exhibitors offering similar solutions, how quickly you follow-up on a hot lead can mean the difference between landing a new customer or being left in the dust by your competitors. 

Trade shows are highly competitive environments. Why would you choose a generic lead retrieval system that could drag out your response time and reduce your odds of success? Find an independent lead capture solution that syncs with your existing technology within seconds, or that supports instant, automated follow-up within its own platform. And then watch those hot leads turn into big, fat sales!

 

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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.