5 Ways to Use Customer Data Collected at a Business Show or Event

5 Ways to Use Customer Data Collected at a Business Show or Event

If you exhibit at events such as trade shows or business expos, you will likely gather valuable data from attendees. Don't forget to leverage the information and insights you gain to create personalised marketing that resonates with potential clients. Here are five key tips to get the most out of the data you collect:

1. Collate and Categorise Your Information ASAP

If you collect digital data (via an online form, Excel sheet, or event QR code system), it will be crucial to sort it into meaningful categories. For example you could categorise attendees based on how you meet them—whether at your stand, a roundtable, or in specific conversations. Other useful categories could include business size, car they drive, favourite ice cream flavour – whatever information you collect that helps you to target them more specifically! 

If you gather business cards, then do add them to your database, make notes on the cards to remind yourself of key points, like follow-up calls or shared interests. Try to avoid just adding business cards to a bowl that often get discarded at the end of the day, as hearing from you again after the show could start a relationship that converts into business. 

2. Make Prompt Contact

It’s vital to follow up with everyone you meet within a few days (a week at most). Waiting too long may mean they will attend other meetings or events, making it harder for them to remember you.

You can use your categorised data to personalise your communication. Referring to the notes you make about specific interactions will remind them of how and where you met. This personal touch will make them feel valued and increase the likelihood of further engagement.

3. Consider How You’ll Reach Out

Email or marketing platforms like Mailchimp will likely be the most efficient ways to follow up. For a manageable number of contacts, you can send personalised messages, or you can use your categories to tailor group messages. You should include a reference to your meeting, such as “I enjoyed the talk about social media,” or ask for feedback on a topic related to the event.

You could also invite them to future events or suggest a coffee meeting to build the relationship. If you prefer direct mail and have materials ready, send them flyers or leaflets about special offers or upcoming events but, ensure they align with their expressed interests. Try to avoid sending untargeted messages that may make you appear indifferent to what they actually want or need.

4. Consent or Legitimate Interest?

When using personal information, there are two legal bases for contacting individuals:

• Consent: When someone gives you permission to use their data, you will need to be clear at the event about how their data will be used - you cannot use it for anything you didn’t let them know about. This is a legal requirement when collecting special category data such as ethnic origin, political and religious beliefs, health and sexual orientation.
• Legitimate Interest: Is intended to support the right for businesses to exist and gain customers. It allows you to contact customers who have not specifically consented to receiving information about your product or service but whom you believe could reasonably expect you to use their information in that way. You will need a valid justification and a documented process.

In short, only contact customers who have said they are happy to hear from you, or who you genuinely believe could benefit from what you have to offer - and don’t forget to always provide an opt-out option.

5. Use the Information – Don’t Miss the Opportunity

Whether you gather hundreds of contacts or just a few, make the most of the data. Each interaction and piece of data you collect will help you build a clearer picture of your audience, allowing you to talk to them in a way that’s meaningful and useful and at a time that’s right for them. They will feel you understand their needs and are the specialist to go to in your field.

When customers feel understood, they are more likely to engage with your business, become a repeat customer and recommend it to others. Using data effectively will lead to increased sales, brand loyalty, and business growth.