Join the next generation of trade show exhibitors
The digital revolution continues at RX face to face events. Introducing Business Builder –turbocharging our exhibitors’ ability to reach, capture and boost sales leads, while giving them unique data insights to improve their event ROI. Read on to find out how it works, what our customers are saying about it, and why you can’t afford to be without it.
Trade shows create an ideal environment for business growth, bringing exhibitors face to face with thousands of pre-qualified buyers, all in one place. In the past, exhibitors tended to rely on collecting business cards and gut instinct to gauge success. Now RX’s Business Builder lets you have a data driven, comprehensive approach to evaluating the success of your event participation.
Business Builder is an integrated suite of digital solutions which promotes your presence at our events, connects you with more potential customers, and measures your results with data-driven precision – check out the video for a quick overview.
We believe that three of these solutions – Exhibitor Profiles, Lead Manager App and Exhibitor Dashboard ̶ are so fundamental to having a successful event experience that we include them in all our space packages. Additional services such as Priority Profiles, Lead Booster and the Colleqt QR Code part of Lead Manager are also available to support specific business goals such as lead generation, enhanced brand awareness or even to support a product launch.
“Business Builder takes all the hard work out of building brand awareness, and capturing, qualifying and following-up leads – and it provides data-driven analysis of your event performance” explained Milagros Gamero, Product Marketing Manager. “Invest a little time in setting it up before the show and you’ll be amazed at the impact it can have on your results.”
Igor da Lamas, Director & Founder of Bali Aero Travel who has been using Business Builder since 2023 told us: “The digital solutions are very helpful, everything is made much easier and faster. It helps me be focused at the event. We used to go looking for buyers, now they come to us.”
So, let’s dive into each solution to see what they offer, and find out how you can make the most of them.
Help the right buyers find you with ‘Exhibitor Profiles’
RX data shows that 94% of attendees pre-plan their visits to make the most of their time at the show. Many use the event website to search through Exhibitor Profiles for suppliers and products they want to learn about. To increase your chance of being on their ‘must-see’ list, complete your profile as soon as you sign up to the event. Capture their attention with interesting and engaging content, including photos; give them specific reasons to visit your booth; and include relevant keywords to enhance your searchability. RX data consistently shows that ‘more profile content = more engagement.’
You can boost your brand and product awareness further with a Priority Profile, which doubles your online listing height and allows you to showcase specific products. For ultimate exposure, Priority Plus Profiles guarantees a top placement in the listing as well as in your chosen category, with a featured banner on the event homepage – the most viewed page during the show.
Menlo Security, the cloud-based browser security specialist, enjoyed 742 online profile and product interactions at Infosecurity Europe 2024 in London. “Having a Priority Profile has really helped us to get our products in front of prospects,” said Tom McVey, Senior Sales Engineer. “I’ve been busy with meetings throughout the show and it’s great that people have come wanting to know more about specific products.”
Connect and qualify more leads on the go with Lead Manager App
When it comes to lead capture and qualification, Lead Manager App (formerly Emperia) is a game changer. It allows you to scan visitor badges, load custom questions to qualify your leads further for a smarter follow up, and share brochures and contact details digitally and sustainably. You simply download it onto your phone (it supports Android and Apple devices), activate it, and you’re ready to go. Available for every member of your sales team, it consolidates all your lead data and sources into a single report for you to download daily, or after the event, for quick follow up.
“Using the lead scanning app has been incredible for us! Our team can easily scan visitor badges and we collect all their information straight away without needing business cards. It really makes our life simple when we follow up leads during and after the show,” said Manuel Maciocca, from Cartelli Segnalatori Srl at Expo Ferroviaria.
First time exhibitor Prodaft found the experience of using Lead Manager App at Infosecurity Europe 2024 “seamless” and the support from RX “outstanding.” “The digital lead scanning exceeded our expectations with the simple way of taking notes and being able to follow up leads with real captured information,” explained Viktoria Vargova, Communications Manager. “It’s important for our business to remember what topics we discussed and how we can take the business relationships to the next level.”
Analyse and improve your ROI with Exhibitor Dashboard
Measuring trade show ROI and proving the effectiveness of participation has long been a challenge for exhibitors. Which is why, as part of Business Builder, RX exhibitors get access to their own Exhibitor Dashboard – a data-driven ‘scorecard’ which summarises your event performance in real time and recommends actions to improve it.
Exhibitor Dashboard consolidates all your leads, profile views, digital engagement, and matchmaking recommendations (suggested by RX based on attendee registration preferences) in one place. You can use it before the show to determine your most popular products and tailor your booth presence accordingly, including deciding which products to showcase and what product specialist should attend the show. You can track your profile views to see how much engagement your profile is attracting and consider opportunities to boost your results even further. You can also compare your performance with other companies in the same category and decide if you need to take further action to stand out with your audience.
After the event, you can segment and download all your leads; quantify your results; use the rich lead profiles to craft effective follow-ups; and analyse your data for future growth opportunities. In short, Exhibitor Dashboard gives you the transparent and quantifiable data you need to understand and maximise the business value that exhibiting at RX delivers.
“Exhibitor Dashboard offered valuable insights that helped improve our overall performance at in-cosmetics Global” confirmed Alberto Variati, Sales and Marketing, Variati, a leading supplier of raw materials for the cosmetics industry. “By analysing the data provided, we gained a solid understanding of our target audience’s preferences and behaviour. This knowledge enabled us to tailor our strategies and offerings accordingly, resulting in improved customer engagement and conversion rates.”
Go paperless and never miss a lead with Colleqt QR Code
Trade shows attract thousands of buyers, and even with the best will in the world, there is never enough time to engage with every attendee on your stand. By giving attendees the ability to proactively scan your Colleqt QR Codes to access your product information, you can capture their valuable lead data even if you are engaged with another client or tied up in a meeting.
To use Lead Manager (Colleqt QR Code), visitors simply scan their badge with their smartphone camera to identify themselves and start scanning. Instead of collecting a heavy tote bag of printed brochures, flyers and business cards, they are emailed a downloadable (and sustainable) list of digital content and contacts at the end of each day, to easily save and share with colleagues. Meanwhile, Collect QR Code automatically exchanges contact details between the visitors and exhibitors, generating additional leads for participating exhibitors.
“Arabian Travel Market really helped our business” said ATM exhibitor Adela Driesen, Smart Visit Dubai. “We had a lot of buyers scanning our Colleqt QR Codes. It meant we didn’t miss leads when we were busy in meetings. And we can follow-up with them later and start discussions. The majority were brand new leads I hadn’t met before. It was awesome!”
“With Colleqt QR Code, we can capture contact details of customers who are a bit apprehensive to speak to us directly or are in the initial stages of getting to know our company and solutions,” said Kalina Mileva, from AMETEK Land at ALUMINUM world trade show 2024. “It is also helpful since our stand can get extremely busy and if all our employees are in conversation, visitors can still obtain product information by scanning the code and in return we receive the contact details and can follow up after the trade fair.”
This latest Business Builder solution, Lead Manager (Colleqt QR Code) is currently being rolled out across RX’s event portfolio – be sure to ask if it’s available at yours.
Attract even more leads with Lead Booster
Incentives and give-aways have long been used by trade show exhibitors to attract attendees to their booths. Even the smallest reward can make us want to engage with a new company or stay loyal to an existing brand. Lead Booster does exactly as its name suggests, by communicating your offer beyond your booth to every registered visitor. RX exhibitors who use Lead Booster receive an average of 279 additional leads related to their offer.*
As an exhibitor, you simply create an offer or ‘hook’ aligned with your event goals (for example giveaways for volume, personal invitations or white papers for quality leads, discounts or live demos to promote new products). RX then emails the offers to all registered attendees before the event. By making your offer claimable at your booth, you can make your booth a hotspot no matter where it is located, increasing your opportunity to meet even more sales prospects. Not only can Lead Booster help increase the number of leads you can access; but it does this before the event has opened. For new exhibitors and smaller participants, Lead Booster is also a great way to level up, as it offers a high level of brand visibility, independent of stand size.
1Password generated 363 leads with Lead Booster at Infosecurity Europe 2024. Speaking at the event, Carrie Fumari, Director of Events, said: "This is our first show marketing 1Password in EMEA and subsequently we’ve been pushed to achieve the visibility we need. The Lead Booster tool has supported our goals with high engagement and additional leads for us to follow up with. The combination of Lead Booster and Priority Plus Profile has made a real impact to our show experience and booth traffic.”
Get on board with Business Builder
Far from replacing face to face events, as some once predicted, digital technology is enhancing them with new data-driven and sustainable solutions.
With RX Business Builder, you can target buyers more accurately, generate additional leads, reduce your carbon footprint, and use real-time data and analytics to quantify your return on investment. In short, Business Builder delivers more bang for your trade show buck.
RX data reveals that exhibitors consistently see stronger results from trade shows when they combine face-to-face engagement with digital solutions. This success is fuelling the growing adoption of Business Builder at RX events worldwide. If you’re not already on board, isn’t it time you joined the new generation of trade show exhibitors? Business building doesn’t get any easier than with Business Builder at RX.
*Source: RX exhibitor Lead Booster usage at 12 global trade shows March to May 2024.
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