Recently we exhibited, for the first time, at the Microsoft TechEd
show in Orlando. We were extremely excited to showcase our latest product, specifically designed as a plug-in for Micosoft System Center Configuration Manager, the Universal Imaging Utility System Deploy Plug-in (UIUSD)
This show offered a large, and very focused demographic from which to gather a substantial number of qualified leads. And we weren’t disappointed. We met some terrific folks, and had a great time (aside from the heat and humidity.)
One of the things that often happens at shows, and was prevalent here, is that when we give away free T-shirts we tend to get swamped with huge numbers of people. The common exhibitor reaction to this phenomenon, and the reason most give swag away, is to capture as many leads as possible.
We don't agree with the typical exhibitor, and here are three reasons why we don't want to scan every Conference attendee:
They only want the free stuff
If you’ve exhibited at shows, you’ve seen the type. They have a giant rolling bag, plus whatever bag the expo floor was sponsoring, and they walk around with wide eyes scavenging pencils, t-shirts, finger darts, and whatever else they can get their hands on. They might as well have “Not Interested” tattooed on their foreheads.
A worthless lead is a time waster
We try to spend as much time with each visitor as possible. But when there are T-shirts to be had, things can get a little crazy. So we don’t give away a T-shirt without asking one question, “Are you responsible, or do you know the person responsible for OS image deployment?” If they answer no, we give them a T-shirt and send them on their way. If yes, then we scan them right away and try to engage them for more information. If we scan a worthless lead, then I have to manage that lead. I have to score it separately and try to keep it from infiltrating the rest of my qualifies leads and thus, wasting my time when I open it, recall it’s lack of significance, include it in a segmentation list, or try and score it. If there’s a chance I can cultivate a lead, I will. But if there’s no hope, I don’t have enough time, to add a worthless lead as a time waster.
Email to worthless leads does brand damage
If your email inbox is anything like mine, as a marketer we receive countless junk emails a day. Somehow, in spite of all efforts to the contrary, my email ends up on a list to which I didn’t subscribe. My very first reaction when opening such an email, is profoundly negative. I don’t care who the company is, if they have sent me an email that has nothing to do with me, I get irritated. If I see that company name again, my automatic feeling toward that brand is not a good one.
I want to create a new lead and opportunity any chance I can, but not at the expense of having the recipients initial response to our brand be a negative one.
Are there any other reasons why you wouldn’t scan every attendee?