HATS OFF TO THE SHOE-SHINE MAN

One of the key objectives with most exhibitors is to attract relevant leads from their attendance. We have debated in a previous article that lead generation at a show is not just about absolute numbers, but a combination of numbers and quality. It is also readily accepted that methods for attracting larger response rates from the total visitor pool are easier to create and identify than those which manage to collect the ‘right sort’ of data. In other words whilst gimmicks like champagne draws and competitions are proven as effective ways of collecting leads per se, the exhibitor has little if any control over who enters. Furthermore there is always the nagging doubt that entrants are keen on the prize and not so keen on ever becoming a genuine prospect or future customer.

What it appears is needed, is some sort of device which filters out the wheat from the chaff. What we want is for there to be some process or instrument that attracts the right demographic / socio-economic prospect, with the right budget (naturally) and needs whilst at the same time actively repels and repulses the time wasting element. This ‘invention’ would give you pure and unadulterated leads and maximise your attendance at any event. The good news is that we do not have to wait for some data extraction company to do their creative bit and charge a premium for this service. This ‘invention’ or service already exists and is limited by no more than your imagination.

Let me share with you an experience I had at a show where I witnessed such a device in action. I was presenting at this particular event and as I walked through the exhibition floor looking for the speakers’ lounge I walked past an exhibition stand that stopped me in my tracks. In the centre of this stand, mounted royally, like some resplendent throne was the shoe shine man, sitting atop his chair, some four feet aloft. As the doors had not yet opened he enquired whether I would like a free shoe shine. I nervously glanced down at my shoes to check that they were not going to stitch me up when I refused, and I graciously declined explaining that I was a speaker and not a bona fide prospect. He said it mattered not, but was all the more reason why I should indulge before my presentation as people were bound to notice my shoes! As I sat at his mercy for three and a half minutes, we chatted. During that time we both gathered information about each other. He, I discovered, was promoting his shoe shine business as a way of helping exhibitors getting visitors to stop on the stand with tremendous success. I walked away with his business card and a shiny pair of shoes. For his part, he gained a passing knowledge about my presentation and my circumstances. That was my ‘eureka’ moment.

How else can you get a visitor to not only stop at your stand but also qualify whether they are a prospect or not? For the average of three and a half minutes I was a willing partner in conversation – long enough for him to qualify me. Other examples I have seen include massage operators, caricaturists, palmists and simulators. As long as they are being manned by people who know the questions to ask they seem a perfect way of generating quality leads in large numbers.