Why Your Lead Generation at Events Isn’t Working (And How to Fix It)

If events make up a large portion of your lead generation strategy, you probably have big goals you need to hit at each event you attend. You must generate fresh leads to grow and sustain your business, no matter how small or large your company is. If you’re not getting the lead generation results you need, we’re here to help!

As the #1 rated offline survey app, we know a thing or two about lead generation at events. We understand how frustrating it can be to pour hours into event management, but fail to hit your qualified leads goal.

how to improve lead generation at events

Here are some tips on how to fix your lead generation at events to ensure you’re walking away with the leads you need to be successful.

You’re focusing on the lead generation, instead of the conversation.

The point of your presence at an event is to generate leads. But if that’s your only focus while there, you’re bound to see a drop off in engagement and conversions at your booth. While it’s important to collect names, emails, and phone numbers, you need to focus on the people dropping by your booth first and foremost—not just getting their information.

When people pass by your booth, don’t simply usher them to your lead generation form. Engage with them in an authentic and caring way. As with any type of sales, it comes down to creating a relationship with the person on the other end of the conversation. You might only have a few minutes to chat, so it’s important to make the most of your time by being personable and engaging.

After a simple greeting, considering asking engaging questions like:

  • Where are you from?
  • Have you been to this event before?
  • Where do you work?
  • Why did you choose to come to this event?
  • What are some challenges you’re trying to overcome at work?
  • What are you looking to get out of this event?

Once you’ve quickly established some rapport, you can go into more specific questions about what brings them to your booth or if they’ve heard of your business. When you take the time to truly engage with event attendees, they’ll be more likely to share their information with you.

There’s not a compelling reason for event attendees to provide their information.

Sometimes events are so jam packed and busy, you don’t have a ton of time to commit to engaging conversations with many people. When this is the case, you need to really capture people’s attention and make them stop at your booth to share their information. This is especially true for events with limited time and hundreds of booths.

Consider running an instant win contest at your booth. It’s incredibly easy to run seamless giveaway and contest campaigns on your Apple or Android device with the right technology. Set a budget during event planning and choose either one large, valuable prize or a selection of prizes at various price points. You could also invest in some higher end swag to use for prizes. All people need to do is enter their information for a chance to win.

The kiosk is your focal point.

You can’t just stick a laptop, tablet, or kiosk at your booth and expect it to bring in the leads. Even if you do get some traffic using this lead generation tactic, they may not be the most qualified leads to hand off to sales.

Ensure event attendees are well educated about your product or service by staffing your booth with well-trained employees. Stock your booth with simple yet informative marketing materials and show off a demo of your product or service. This way you’ll capture better qualified leads (and more of them) with your lead capture app.

Read Next:How to Succeed at Event Marketing in 2019

Your booth is lacking creativity.

When you’re competing against hundreds of other booths for the attention of event attendees, you’ve got to stand out. With so many places to stop, attendees only take a second to decide whether or not they want to visit your booth and engage with your team. If your booth is lacking appeal, you’ll see many potential leads walk past without a second glance. You can’t get the information you need if people don’t even stop and say hello!

Drum up attention by adding a creative element to your booth. Consider investing in some eye catching pop-up banners, giving away free food, running a contest, inviting attendees to play a game, or showing off new technology. When you give people something to be interested in, it’s easy to get your lead generation going.

Your lead gen form is too long.

People don’t like wasting time and will often abandon lead gen forms that ask too many questions. To get the best lead generation results at your events, minimize the amount of questions on your lead gen form. Work with your sales team to identify what information is absolutely necessary to gather during each event. When creating your lead generation form, consider asking one question at a time to create the illusion that your form is short. It’s also a good idea to only make name, phone number, and email required fields  to further minimize form abandonment.

Learn More: How to Turn Your Warm Trade Show Leads Into Sales

Want even more tips on how to improve your lead generation at events? Check out all of our lead capture articles on our blog for expert tips and tricks to help you hit your goals! If you want to see the power of QuickTapSurvey in action, start your free trial now.

Lindsay McGuire

Lindsay McGuire

Lindsay is a digital content SEO specialist, splitting her time between developing SEO strategies and creating content. She is a graduate of the University of Missouri School of Journalism and enjoys all facets of marketing.