Marketing executives are constantly on the search for the most effective ways to identify and reach out to their target customers.
Face-to-face marketing, the primary marketing method used at trade shows, is still one of the best ways for a company to connect with its target audience. Customers can hear about or experience a company's products or services first-hand. Face-to-face marketing is also a great way for companies to cultivate personal relationships and build trust with their target audience.
But how do you measure whether you were successful at a particular event? And how do you identify your "hot" sales leads - those customers who are ready to purchase from your company right now? How do you use results from your event for future marketing campaigns?
One of the newest trends in the industry is to use data from multiple sources, including RFID technology and in-booth surveys, and cross-reference them with one another to gauge customers' intent to purchase your company's products and/or services.
Using a multi-faceted data collection approach makes the task of identifying viable sales prospects much easier. This approach also allows you to see your company's marketing tactics from your customer's point of view. It can even help your company identify areas of improvement for future trade shows, marketing events, and advertising campaigns.
Roger Lewis, executive vice president of AllianceTech, recently wrote an interesting post on how marketers are using multiple data sources in their revenue measurement processes.
He writes, "[F]our data sources add something different to the analyses of individual attendees and program effectiveness. In-booth surveys and lead retrieval take into account the intentions of the prospect, while RFID behavioral analysis and video monitoring are key indicators of purchase intent. When analyzed together, trends (as well as deviations) appear and the “hot” leads instantly emerge."
For more of Roger's insights, view the article here.