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Trade Show Lead Formula

Pre-show planning is crucial to your company’s success at trade shows. To insure that you start the show on the right foot, make sure pre-show promotions are sent out in advance to prospective clients.  Double check your trade show display, try setting it up and taking it down if it has been a while since you’ve had it out.  This will insure that your display is in good condition, and ready to go.

Remember to set realistic goals on how many people you expect to talk to over the length of the trade show.  Consider both leads and “good leads”. You might get 120 leads, but usually only 12 of those leads are people that you can expect a sale from.

There is a simple formula use to estimate the number of people you will talk to per hour and how many leads you will expect to capture by the end of the show. First, find out how many attendees the convention center expects.  Next, determine the percentage of attendees you expect to fit your customer profile. Here is an example:

Number of attendees: 7,000
% of people that fit your customer profile: 10% or 700 people
The average time a person will spend talking to you: 10 minutes
Length of show 24 hours (minus downtown, set-up/teardown, and speakers): 20 hours
To find out the number of people you will talk to per hour:
20 hours x 60 minutes = 1,200 minutes 20 hours x 10 minutes = 200 minutes
1,200/200 = 6 people per hour in your booth over 20 hours
To find out how many leads you will expect to capture over 20 hours you:
1,200/10= 120 leads over a 20 hour show.

Remember that you might have 120 leads or people’s information but you probably only have about 12 good leads from people you had in-depth conversations with. The more good leads you can get will result on a better ROI on your trade show display.

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