Do you have control over your leads? Read about two of the exhibitors' strategies

How did you and your company ensure that you could create new connections and collect leads at NutriFair? Here we give you inspiration on how you can improve your collection of leads and how you can use the leads you have collected in the future.

A good trade fair already begins with good preparation. They can sign that at Jorenku. For them, the Kick-off event before NutriFair became an eye-opener on how to go to war with their preparation towards NutriFair 2024.

Jamil Kure Al-Shiekhly, co-owner and sales manager at Jorenku, says that the eye-opener made them change their strategy before and during NutriFair.

"We have usually been very wait-and-see in relation to the fair, but this year we chose a different and more outreach approach after we had been to the kick-off event. We have e.g. sent out invitations to dealers and end users before the fair to invite them to a presentation of our products.”

At European Protein, they have also done a lot of preparation before the fair. They have sent out invitations to current and potential customers via e-mail, and the sellers have in advance invited relevant and potential customers to visit their stand at NutriFair. On Facebook and Instagram, the company has advertised the fair in the weeks leading up to Nutrifair.

Marketing manager at the protein producer European Protein Maria Almind says that their competition to win a trip to the Faroe Islands has attracted great interest both before, during and now also after NutriFair.

"We have done a lot to advertise our participation at NutriFair prior to the fair. We have advertised our trial results and our competition as well as shown user cases. In addition, we got hold of Landbrugsavisen, Effektivt Landbrug and HYO before the fair and got stories about the trial results, cases and about the competition. We also continue to advertise our competition here after NutriFair to bring in the last leads who were unable to participate.”

Something for something and more for more

Jamil Kure Al-Shiekhly also says that Jorenku has built a three-stage rocket of lead collection to collect leads at NutriFair. The strategy was that the more information NutriFair visitors were willing to share, the bigger prizes they could win.

"It has been a carrot to get people to come to the fair, as well as get people involved in our stand at the fair. We had the idea that the more demands we place on the participants, the bigger the prize should be."

And the strategy has proven to work for Jorenku, who have received as many as 125 new leads distributed among their initiatives, which include included free beer and a contest to win a hot dog cart.

At European Protein, approximately 40 new leads have been brought home from the fair. And Maria Almind is quite satisfied with that. In particular, the quality of the leads they have brought home has been uplifting.

"In connection with our competition, we have brought home many new leads. But we have also received leads in addition to those who come because they have heard about the products prior to the fair. We have had visits from both known customers and potential customers. All in all, we are very satisfied with the quality of the leads we have received.”

How do you manage your leads?

At Jorenku, they are very aware that the timing in relation to following up on leads must be right. Jamil Kure Al-Shiekhly says that they have a strategy that preferably no more than 48 hours should pass before they have contacted the new leads.

In addition, the new leads are included in Jorenku's newsletter loop, and in this way Jorenku can ensure that knowledge of new products can be planted directly with the interested recipients.

"If the customers are not very familiar with our products, we will introduce them to more of our products. It is very much about expanding knowledge of our products and dealer network.”

European Protein has chosen a slightly different strategy. They contact the customers directly after the fair, says Maria Almind.

"The leads we have collected are already highly qualified and warm. This means that the sellers start contacting leads immediately, so that we can get a meeting in the book or send an offer. Customers who have signed up for the competition and given permission are also included in a 'nuturing loop', and if they are not quite warm enough to buy now here, we process the lead with good content and wait to contact them again to our systems tell us that the lead is showing buying signals.”

3 quick ones for you who need to manage your leads

1) Preparation is the alpha and omega.

2) You must adapt your methods according to your product and what you expect from the visitors.

3) Remember to follow up on your leads after the fair.

You can read about more good advice on how to plan your trade fair participation here.