Companies attend events and tradeshows to generate new business and choosing the right data capture technology and tracking software is critical. Utilizing data properly drives future success.

1) Controlling the Queue—People at events are used to waiting for an attraction if there is something interesting they want to see or do. Good data capture software can help manage that queue process which makes it easier for you to control the line and your attendees will be happier knowing when it’s their turn. Dynamic personalization is a fun option to choose so the participant can see their name incorporated in the event. Having an attraction loop playing so your attendees will be entertained while waiting is a great idea.

2) Lead generation—Let’s face it, you participate in events to generate leads. Collecting information for potential customers allows you to engage over time to build a solid relationship and eventually convert those leads to customers. If the contact is already current customer, it allows you to further your connection through brand perception, drive demand, offer special discounts and coupons or provide education or information.

3) Consumer Insight—Staying in contact with the leads you have captured allows you to gain insight by conducting surveys and collecting information that can help you serve your customer better. What do they like, what do they dislike? It also can provide knowledge of features you could add or develop for your product or service to stay ahead of the curve and your competition.

4) Reporting—The numbers talk. The information you collect can help you develop reports to create an ROI for your event. How many attendees were there? How many leads did you capture? You can track follow through sales if you send them a coupon or special offer. Measuring success of an event helps you determine whether to participate in that event again and/or look for similar events if this one was a success!

Be sure the software you choose can integrate with your existing CRM platform.

Things to consider when choosing a provider:

What type of devices can be used to capture the information? Are these devices purchased or leased? Is a brand ambassador necessary or is it self-service? Is it easy for the brand ambassador to manage and set up?

Elation Digital develops a wide variety of interactive brand experiences and event technologies to draw crowds for mobile marketing tours, tradeshows, and events including photo & video activations, custom branded games, social media, data capture, tracking and reporting.