Monday, August 10, 2009
What Would You Want To Know?
I'm about 5 weeks out from my two big tradeshows. In conversations with other 'manufacturers' (a word I hate b/c I don't manufacture goods in a traditional sense but there isn't really another good word for those of us who handcraft goods) she recommended that at the shows I offer a free drawing for a collection of product as that tactic brought her lots of leads at a show in the spring. I'm thinking about offering up some products that have a retail value of over $200 so there will definitely be some good incentive for people to enter, but I'm wondering what exactly I should have on the slip of paper I ask them to fill out. Other than their name, store name, how many retail locations, and mailing and email address what else would you want to know? I'd like to qualify these leads as much as possible and get as much information as possible while still being a quick thing people could fill out and move on. Should I ask them if they want to be added to our enewsletter or just add them regardless? What other things should I ask so that at the end of the day I can weed out those companies who will never buy from me and those who are legitimately interested in my company/products?
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I'd vote for asking if they want to be added to your newsletter list, unless you make it clear that by entering the draw they are signing up for it. Letting people opt in is the right thing to do. Can't tell you how annoyed I get at companies that spam me because I was on the attendee list at a conference -- didn't even stop by their booth. I think there's an understanding that dropping a business card or filling out a form tacitly opts them in, but it's still good to be clear.
You might want to ask them to describe their target customer -- would help to understand whether you're a fit or not.
Beyond that, I think keeping it short is good, in interests of saving time / getting the largest number of leads.
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