Realizing the Value of DPM Data (vs. only closing sales)
Experienced exhibitors know one thing to be true – closing at a conference is seriously tough!
Why then, do we keep coming back to the same conferences year after year? Well, there are a few reasons:
Conferences give us face time with our current customers we don’t normally get
Conferences give us face time with prospects we don’t normally get
Conferences provide a strong amount of leads – even if they don’t close on the spot
Something our team is finding, however, is that in the current virtual exhibiting world, sales leads acquired are seemingly having less appeal than they would on a live exhibit floor.
There are several reasons why this may be the case, but one of our thoughts is that we are missing and yearning for that face–to-face connection (or simply a real-time conversation), which is making even strong leads feel empty.
Having been in your shoes as exhibitors, we would like to share our thoughts as to why the leads that come to you via web forms (vs. chat tools or real-time conversations) actually hold a ton of value.
As you know, conference organizers often don’t provide email addresses. We all know how difficult it is to call a DPM office and get stopped by the gatekeeper at the front desk. Now you have a handful of email addresses so you/your sales reps can contact leads DIRECTLY (getting around the gatekeeper) and begin a relationship.
Additionally, if you have an email drip program as a part of your marketing program/plans, you now have the tools allowing you to reach out for years to come.
If you are unsure how to utilize the email addresses you received from a virtual exhibit hall, allow us to provide you some verbiage that may help:
Dear Dr. InsertNameHere,
Thank you for taking the time to visit our virtual booth page during the ConferenceName last week! I would love the opportunity to learn more about what your needs are regarding (insert product/service here).
Don’t forget – we offered a great show special! (provide your unique show special here). We want to extend this offer to you until the end of the month!
Additionally, our resources/downloads and videos are still available for viewing on the virtual exhibit hall site. If you want to circle back and check them out again, you can do so here: (insert your booth link here).
The resource you might find particularly useful is (insert which resource you think is the best/engaging). I’ve actually attached it to this email to make it easier for you.
I look forward to hearing from you and learning more about your practice.