Not only digital lead capture is important. You also need lead qualification for meaningful evaluations and for trade fair marketing. The questionnaire is the most important tool for quickly and digitally collecting evaluable information on your trade fair leads. But how do you build a questionnaire that enables good digital lead qualification?

A good questionnaire is focused, only a few good questions, max. 8, your visitors must not get bored! Choose questions that are relevant to you. For example, is the size of your visitor’s company important to you? This is a good question to estimate the budget, especially if you focus on small to medium-sized companies. However, if your customers mainly come from companies such as Microsoft, Toshiba or BMW, such a question is superfluous.

For each question, only offer a few possible answers that are really relevant to your company. You will lose contact with your visitors if you have to read through a long list of answers to find a suitable one. If you ask about the main interests of your visitors, only list those that are relevant to this trade fair. Make sure you list the answers in a sensible order, preferably in alphabetical order.

If you are interested in further information from the visitor, add a “free text” field to your answer. This gives you the freedom to make quick notes and bullet points on the topic of your question. This is useful, for example, for questions on key areas of interest where the predefined answers are only rough categories. A few additional key points will help you to remember and follow up.

Use the same questionnaire at all the trade fairs you visit – or a subset of an overall questionnaire if you attend many trade fairs with different products and services. This allows you to compare different trade fairs or the same trade fair in different years.

But despite the comparability, a good questionnaire must remain “alive”. Remove questions that have not provided any relevant data, remove products and services that you no longer offer.

And last but not least: After the trade fair, take time to review the results, what did you learn? Check how many of the visitors in category A became customers (or colleagues) compared to those in categories B and C. If the assessments were (mostly) wrong, analyze the reasons and improve your questionnaire.

Sounds like (too) much work? We offer you a free consultation and support you in creating your optimal questionnaire in the LeadSuccess portal.

For exhibitors at MESAGO: Two LeadSuccess APPs are set up for you free of charge! You have already received an e-mail about it.

Otherwise please contact us!

For exhibitors of NürnbergMesse: An APP is set up for you free of charge! You have already received an e-mail about it.

Otherwise please contact us!

For exhibitors at IN.STAND: An APP is set up for you free of charge! You have already received an e-mail about it.

Otherwise please contact us!