Question

Topic: Taglines/Names

Tagline: Digital Lead Capture For Exhibitors

Posted by Anonymous on 1/25/2011 at 1:33 PM ET 500 Points
We are looking to create a good tagline that will convince exhibitors to use electronic lead retrieval at tradeshows.

Our company name is Bartizan Connects.

Most exhibitors rely on business cards to record leads. This is not a great method because you could lose a business card and then exhibitors often end up with a big pile of cards that will have to be manually entered into a database. This slows down follow up. We believe we are competing with exhibitors that use business cards.


Here are some of the benefits of our systems:
-Lead retrieval captures attendee’s full registration data – purchasing authority, buying timeline, company size as well as other useful data.
-You exhibit at shows to gather leads – so you should manage leads in a quick, digital way.
-Never lose a lead by dropping a business card.
-Salespeople back at the office can follow up on leads while you’re still at the show.
-Leads should have qualifiers and notes so you remember the interaction.
-iLeads lets you capture leads at parties, dinners and luncheons during the tradeshow too.
-Offers easy database upload after the show.

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RESPONSES

  • Posted on 1/25/2011 at 8:06 PM Accepted
    I think your premise may be a little incorrect....Most leads are captured electronically, at least all the shows that I go to. That is of course, if the show is big enough to offer lead retrieval, in which case it wouldn't matter, because it can not be used.

    FYI, I purchased a competitors product, so I know what you are describing. The main reason that I bought it was because we do enough shows and rented the equipment show after show. Luckily, they covered the vast majority of shows we exhibit at. I just cost justified it, and it paid for itself in 3 shows. As far as business cards go, we got the card scanner too.

    I would be carefull saying Lead retrieval captures attendee’s full registration data – purchasing authority, buying timeline, company size as well as other useful data. Because it only gives what the attendee puts in their profile.


    The way you might try selling it is:

    Less costly than renting, pays for itself.
    Less time consuming to enter in data manually
    No errors in data entry

  • Posted by Jay Hamilton-Roth on 1/25/2011 at 8:59 PM Accepted
    Automatically Follow The Leads
    The Fastest Way To Capture Leads
  • Posted on 1/25/2011 at 9:22 PM Accepted
    The "benefits" you cite are mostly features. I would think the benefit is that this maximizes the return on an investment in exhibiting in a trade show. I'd go with something like:

    Maximizing Trade Show ROI
    Trade Show Follow-up Mastery
    Trade Show Contact Conversion

    You need to let your target audience know (a) that this product is for trade show exhibitors, and (b) they'll realize a legitimate, measurable benefit ... not just a collection of features.

    Unfortunately, the name doesn't say much, so the burden is on the tagline to do it all.
  • Posted on 1/27/2011 at 9:53 AM Author
    Thank you for these responses. Regarding shortbonds2 comment that most leads are captured electronically at shows - that is not the case, most exhibitors still use business cards and only on average 30% of exhibitors choose to use the lead retrieval offered by show management. That's why we felt our true competition is business cards or the mailing lists offered by show managers.

    Mgoodman, I like your comments and I think we are on to something.

    Jay I like your use of the word automatically, I think that will resonate with the exhibitors.
  • Posted on 1/27/2011 at 9:04 PM Member
    Lew,

    It is all relevant; the shows that I exhibit at are somewhat big. Companies that exhibit at 1 show a year or their first show will not spend $2000 +, for a lead retrieval system, it cannot be cost justified, no matter how good the benefits are. The rentals I have delt with range from $300-$500 and in the 2 years that we have implemented it, we saved about $4,000 and that includes the initial purchase.

    I guarantee that it will be an easier sell to cost justify purchasing vs. renting, the 30% you says uses it, than trying to convince a newbie to see the need and purchase a system.

    PS, nobody ever contacted us in 5 years trying to sell us the equipment. I had to look for companies that sold it, and even then, 2 never responded to my inquiries.
  • Posted on 1/28/2011 at 12:39 PM Author
    Thanks Shortbonds, but we do not sell our systems directly to the exhibitor - we work with show management.
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