6 factors for a very good trade fair Lead App

16.04.2020
6 factors for a very good trade fair Lead App

Digital lead recording at the trade fair - with Opt-In function, OCR business card scan, multilingual, online/offline, DSGVO compliant

There are many mobile apps for capturing leads, but few good ones and even fewer very good ones. But what distinguishes a very good trade fair lead app? We have summarised the most important 6 points for you. Not without reason. We are convinced that the Lead App SIMLEA is a must for professional sales at trade fairs!

1. consistency - from the exhibition to CRM, e-mail marketing or marketing automation

Of course, a mobile app should play your valuable leads into the respective end systems in real time. Just where they are needed quickly. For example, into CRM, into an e-mailing tool or into marketing automation. The interfaces must not become an obstacle, but rather must support fast transfer. It is important that a data checking mechanism is installed before the transfer, so that no data junk or data duplicates land in the connected system. At the very least, it should be checked whether a data record already exists and whether the e-mail address and telephone number have been entered correctly for new data records. Last but not least, the app should also be able to be used offline in case there is no internet nearby.

Very good trade fair lead apps

  • transmit data in real time,
  • have preset interfaces to all common CRM and automation systems
  • synchronize existing data in the backend,
  • have a checking mechanism to ensure that data has been entered correctly,
  • can also process data offline

2. completeness - business cards, contact data, notes, sketches, multilingual

The paper form for the lead registration is 'old fashion'! And now? A digital lead version must not be just a copy of a paper form. Rather, it must ensure that all contact data, everything that has been discussed and discussed and everything that has been drawn up is recorded quickly and in the highest quality. This requires that the app offers corresponding fields and functions. For example, that business cards can be scanned and processed on site or that notes and sketches (e.g. technical drawings) can be documented. Especially when used at international trade fairs, the app should take the respective national language of your contact into account when entering data.

Very good trade fair lead apps

  • have a very good OCR recognition of business cards in many languages,
  • allow voice input and analysis in many languages,
  • can record and file sketches with the camera

3. GDPR - consent, OptIn, SSL encryption

A GDPR compliant data processing of personal data is the basis of every direct contact with your contacts and customers. Data processing is permitted if an explicit, voluntary and purpose-related consent has been obtained from the person concerned. So much for the law. But how can this be implemented at a trade fair? In the past, you would have had the data noted down on the lead sheet signed. That's how it should be done today - but only with a digital signature of the person you are talking to. But beware: consent to data processing does not yet give you carte blanche to use the data for advertising purposes (e.g. newsletters, e-mailings or telemarketing). For this the interlocutor must separately and expressly agree with the so-called OptIn. Last but not least, SSL encrypted data transmission and synchronization is an absolute must for compliance with the GDPR.

Very good trade fair lead apps

  • have signature functions,
    • e.g. for the consent to process the data in accordance with the GDPR
    • and/or consent to the use of data (newsletter, e-mails etc.)
  • transmit data SSL encoded within seconds

4. follow-up - information material, personal e-mail after visiting the fair

Imagine that your customer had a conversation with you at the trade fair and receives exactly THE information you promised him by e-mail that very evening. If that doesn't contribute to customer loyalty, then what?! A follow-up process should definitely be included in the planning of the lead capture. Especially if it is not just 1 lead but maybe 20 or more leads per day that need to be provided with information. This requires the corresponding fields in the Messelead App and a downstream process for sending e-mails.

Very good Messelead Apps allow automated e-mail dispatch as a personal e-mail with 'recipient-related' information material.

5. usability/customizability - One Page Layout, individual fields

Who hasn't experienced this with paper forms: a sales employee has to fill in 50 fields, tick them, answer them. There is hardly any time left for the customer conversation. With so many options available, a digital lead recording should not be designed in such a way that it distracts from the most important things. This is not only a question of the design of the lead capture itself but also the task of the app. It must already be programmed in the core setting - i.e. in the basic concept - in such a way that a good overview and operability is provided per se and this is also maintained with additional fields and individual settings.

Very good trade fair lead apps

  • are already programmed by the basic layout so that they can be operated quickly and easily,
  • offer many possibilities for individual adjustments and configurations (field settings, new fields, data reconciliation routines, etc.),
  • allow you to make adjustments easily, quickly and without complications.

6. information hub - product information, pictures, videos, calculations

Not many years ago, the PowerPoint presentation from the laptop and the brochure next to it were still serving as good, helpful support in trade fair discussions. Today, most sales-supporting documents are digitalised in the form of PDFs, videos or images, for example. But what does it look like when you have a tablet on one side for capturing leads and a laptop next to it to illustrate product information? Not very professional!

Very good trade fair lead apps serve as information turntables and combine lead capture and information material in one application and on one device.

 

As written in the introduction: these were the 6 most important points that we believe a very good trade fair lead app must have - apart from standards such as evaluations or form adaptations.

Do you want to learn more about how SIMLEA can support your sales at trade fairs?

 

Further contributions:
Capture trade fair leads digitally at the trade fair stand and transfer them directly to Salesforce CRM
Interfaces to systems make work even easier

 

I look forward to seeing you!

Daniel van Lierop

OCR Visitenkarten messe lead app messeapp simlea
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