Why is data capture important?

Data capture is the founding block of a great business. Research shows that customers respond far more positively to a personalised approach and collecting accurate data allows us to better understand who our customers are, streamline our processes and improve conversion rates.
Data = Information, Information = Insight

How do we do it?

Every exhibitor will have a preferred method when it comes to capturing data and so we’ve examined the most widely used to provide a breakdown of the top 5 below.

5. COLLECTING BUSINESS CARDS

Although a firm favourite at trade shows, swapping business cards isn’t the most effective means of data capture. It has also become a little dated recently as increasing numbers of companies refuse to swap cards due to Covid fears.

PROS
• Easy
• Free

CONS
• Covid fears
• Not everyone carries them
• No GDPR consent

4. PAPER LEAD FORMS

Although easy to create, a paper form results in time-consuming post show admin tasks and often leads to a delayed follow up.

PROS
• Easy to create
• Can include more personal info
• Free

CONS
• Clunky & old fashioned
• Time to input when back to office
• Possible loss of forms
• Not massively professional

3. BUSINESS CARD SCANNER

Increasingly popular across European shows, these scanners capture business card information and upload it to a chosen storage system.

PROS
• Contact details stored safely
in the cloud
• Easy & quick to use
• Cost effective

CONS
• Limitation on info stored
• Limited personalisation
• Can cost money
• Often incorrectly reads data

2. ORGANISER SUPPLIED BADGE SCANNER

Renting badge scanners from the organiser can be a good option as there is often more data available upon scanning a visitors’ badge. However, there can be issues with CRM integration and it often takes several days to receive the data from the organiser, delaying follow ups.

PROS
• Quick & easy to use
• Can capture lots of data

CONS
• Waiting for data after show
• Personalisation
• Cost
• Data is often generic
• Educating Team - types of scanners

1. LEAD CAPTURE SOFTWARE/APPS

Software solutions come in varying shapes and sizes. Some solutions might prioritise speed of inputting and be a combination of both the business card and badge scanners discussed above. Or they might focus on accuracy and instant lead follow-up such as expo-nential.com. Whichever solution you choose, never prioritise speed of inputting
over accuracy. Most business success is built on solid data and making sure that foundation is accurate should be key.

PROS
• Professional
• Multiple Uses
• Personalisation
• Time saving
• Can capture a lot of data

CONS
• Cost can be prohibitive
• Learning how to use
• Time to implement into team
• Choosing the right supplier

HOW CAN WE EXCEL AT DATA CAPTURE?

Exhibiting is all about building relationships but the conversations you have at a show are just the beginning. How you choose to capture data from these conversations will be the marker for how successful your future engagement is so we’ll finish today’s article with 4 key tips that will stand you well.

1. SIMPLICITY

Make your lead capture as easy and simple as possible for your visitors and your team.

2. ACCURACY

Decide on exactly what data you want to capture and get this data as accurate as possible.

3. CONTEXT

Getting data is great but understand why you need this specific data. This will enable you to deliver what your potential buyer needs post event.

4. PERSONALISATION

When it comes to the actual lead follow up from the data, ensure it’s strongly personalised and not just a blanket/template email.
Quality Data + Strong Personalisation = Far Greater Results.