When talking about trade show lead capture, exhibitors have two viable options: the trade show scanner offered by the show or third party trade show software. Let’s explore the argument against using a third party exhibitor lead retrieval system.
There are 4 main arguments against third party lead retrieval systems: compatibility, resources, expense, and improving technology.
Compatibility - Third party lead retrieval systems can read most of the badges out there. Most isn’t all. Some companies encrypt their badge so these systems can’t read them. Some have proprietary badges that enable the exhibitor to use their own software as long as they rent the show box. While these shows are not common, they do exist.
Resources - While most of the third party systems are not horribly difficult to setup once you’ve been trained, there still is a setup process. You need to figure out who is providing the trade show scanner at the show (to make sure there are no compatibility issues), obtain a sample badge for setup, import your company logos, and type in your survey questions. While it doesn’t take too long to get the lead retrieval system setup, if you have 40 shows per year finding any free time can be difficult.
Expense - Trade show software is more expensive than the systems provided onsite. If you exhibit at enough shows it makes sense on the surface, but when you put other costs into the equation you really have to use the system at a lot of shows to make it the same price as the show system. The sample badge I mentioned above normally doesn’t come free; companies normally charge $100-500 for it. The setup time isn’t a cost out of your budget, but your time comes at a price. Another cost is shipping the unit from show to show. When everything is factored in it is difficult to do enough shows to make the cost of these systems comparable to the cost of the trade show scanner offered by show management.
Technology - The scanners offered by the shows have improved over the years. Using the show system to collect trade show leads is a very good option in some cases. Some companies even offer a lead retrieval software system that has many of the same custom features as the third party systems. Depending on your trade show lead qualification needs, some of the more basic systems can often get the job done as well.
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