Online Survey as Trade Show Lead Qualification and Collection

Are you going to a trade show any time soon?  At the risk of having trade show administrators send me nasty emails, I’m going to recommend that you pass on the expensive lead collection system and use your online survey software instead.

You may not have considered using your online survey software before, but when you think about it – that’s exactly what it is.

How to get started

Create a qualification “survey” - Your first step is to create a lead generation form as an online survey.  Here are a few suggestions that you can use:

  • Product application (make a list of potential applications to your product)
  • Service industry (Make a list of industries that your lead might be in)
  • Number of units that you use in a year (this is good for product companies)
  • What feature is most important to you and least important to you (Use the Max-Diff question type)

These are just a few suggestions to use.  Overall you want to keep it short and sweet.

One complaint about using a survey as a lead collection tool has been that it takes too long.  This is absolutely true.  But this is where I break away from a lot of folks because I am not into collecting TONS of unqualified leads, I’m more interested in collecting quality leads that we can build long term sales relationships with.

Use your iPad

Every QuestionPro account comes with a free iPad license that you can use to collect leads at your next trade show.  Use the SurveyPocket App on your iPad.  This means that you don’t need an internet connection to collect leads – just an iPad.

You can also put the SurveyPocket app on your mobile device – and give your trade show team the ability to collect feedback and build their list while walking the show!

Have you already used your QuestionPro online survey software as a lead collection tool?  Leave a comment and tell us all about it!

Ivana Taylor is the publisher of DIYMNarketers.com a resource for entrepreneurs who want do LESS marketing and make MORE money. In 2010 she ranked #21 out of 30,000 influential people on the Internet. She is the book editor for Small Business Trends, a contributing author to AMEX Open Forum and has appeared on MSNBC.

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3 comments on “Online Survey as Trade Show Lead Qualification and Collection
  1. Jim Pullen says:

    I understand the efficient collection of qualified leads and a tablet-based tool is an interesting approach, but you have to be careful how you frame the interaction with the respondent/lead. If you pitch this as a survey, you’re crossing into sugging (Selling Under the Guise of research) and this type of practice is bad for the MR industry. I would not go down this path – telling a respondent that this is a “survey” and then turning around and making a sales call can cause real problems for our industry.

  2. Ivana Taylor says:

    Hi Jim. That is a great comment. I completely agree with your point. I’m actually advocating actually using the tool as a qualifier rather than. Survey.

  3. Zita says:

    Good post. I’m working on our marketing for an upcoming tradeshow and I think you just saved us a lot of money!
    Much appreciated :-D

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  1. [...] Online Survey as Trade Show Lead Qualification and Collection- http://blog.questionpro.com Are you going to a trade show any time soon?  At the risk of having trade show administrators send me nasty emails, I’m going to recommend that you pass on the expensive lead collection system and use your online survey software instead. You may not have considered using your online survey software before, but when you think about it – that’s exactly what it is. How to get started Create a qualification “survey” - Your first step is to create a lead generation form as an online survey… [...]