A few months ago, I ran across this great find for tradeshows/events, to help maximize lead generation.
I attended MarketingProf's B2B Forum (their annual national conference, which was a goldmine, btw). 😍
Sponsor/exhibitor Hubilo's marketing stood out as a great way to maximize booth visits and quality interactions with prospects, in a way that feels appropriate and natural.
Here's the card that Hubilo included in the welcome swag bag for all attendees:
I LOVE this entire offer/lead gen flow! I've organized many high-value item giveaways to maximize lead gen at conferences/tradeshows, but never explicitly in exchange for a 5-minute demo. That's the ❤️ of this, I think.
- Placement in the attendee bag ensures maximum awareness ahead of time.
- There's one high-value item ($500) that most people would want (cheaper than high-cost swag for everyone).
- It's clear that you'll need to spend FIVE minutes (reasonable) to hear about their product!
- Scanning the badge ensures every person gets into your lead system efficiently, and it sets the expectation early.
- The raffle ticket bucket makes it easy for your booth staff to choose a winner randomly.
The three steps are super clear, absorbable.
The backside of the card has even more value for attendees:
This side is also great because I do get a clue about their product category and pitch. The QR code goes to their website.
In the K-12 edtech market, this play would be fantastic for both district and educator events. If everyone was doing this, it will lose impact for sure. But I haven't seen this before - have you?
I've only seen 'visit the booth to go in the drawing for X,' which doesn't fully set expectations on what you're asking the attendee to do in exchange for an entry.
At the B2B Forum, the event organizers had organized a thought-out activity to get attendees engaging with exhibitors which was good to see: fill out your card, get a stamp/scan at every booth, and you'll get the marketing unicorn!
👆Here's the "Magical Marketer"
with expertise in everything marketers do...
a mythical unicorn 🦄
I spent a couple of hours visiting every exhibitor to connect, hear their pitch, see how they were marketing themselves, pick up inspiration. Hubilo's offer stood out to me and I've retained a few facts about their product -> the ability to use AI to generate content - video clips, excerpts, social, etc. - sounded brilliant, as I know how much time and effort it took for us to identify and create this at my previous company. I'm not in-market right now for their solution, but they succeeded in creating genuine awareness.
If you ever need inspiration for your own marketing programs, I love exploring what marketers-selling-to-other-marketers are doing. You have to be good to get the attention of marketers doing the same thing as you. 😅