Written by Peter Sangimino
For years, badge scanners have been the default method of lead collection at trade shows. Show badges feature barcodes, QR codes, or other methods that enable exhibitors to scan capture the contact information of the badge wearer. While shows will encourage you to rent lead retrieval scanners from official vendors, we believe this is not the best way to turn leads into orders.
The primary reason companies invest in shows is to collect leads. Show-sanctioned badge scanners usually costs only a few hundred dollars – a fraction of total show investment – so it seems like a no-brainer to rent your scanner from the show’s official vendor.
However, according to a study reported on examiner.com, 90% of those leads go uncalled. At Apple Rock, we believe the service offered by official show vendors is largely to blame. Post show travel, tear down, and exhaustion leave your booth staff with little energy to pour through the spreadsheet of leads typically provided by official show vendors.
At Apple Rock, we believe that 3rd party scanning technology is the future of lead conversion. 3rd party scanning offers advanced capabilities you’re unlikely to find with official vendors:
- Automated email followup for 100% of leads
- Automated lead distribution to regional reps and dealers
- Behavior-tracking for lead segmenting and targeting
- Automated delivery of targeted literature, video, and other collateral
- Automated integration with CRM software
While the majority of shows use scan codes that are already 3rd party compatible, we’ve found that about 20% of shows “encrypt” badge data. However, savvy 3rd party developers can purchase a Software Development Kit, or SDK, which allows them to successfully scan “encrypted” codes.
Despite the seeming cost-effectiveness of official show badge scanners, the limitations of those offerings leave opportunities on the table. For now, truly effective lead retrieval is best achieved through 3rd party technology.