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Lead Creation

This application serves to minimize the administrative effort and time required by sales people in storing accurate lead information. At the same time the aim is to maximize speed, the range of information as well as the quality of data. Moreover, marketing and sales people acquire the data in real time for immediate processing.

The following lead information sheet has already been completed automatically and checked by the back office. Address data and the image of the business card have been added to the lead - in this case only the further information was entered by the sales consultant.

Digital interview sheets can and are custom built to reflect the corporate design of clients as well as to contain particular marketing and sales information. These sections are usually selected using radio buttons, making the job as simple as possible for the trade fair staff, especially when working on tablets. In this example, the form is actually the same length again with a number of information blocks where a choice has to be made by hitting a radio button. The "save" button terminates the job for the consultant.

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– direct, safe and efficient

For years a large number of exhibitors have clung to the good old contact/interview sheet. Sales people, consultants and generally all trade fair staff hate filling out these forms. Alas, nobody has been able to come up with a complete, reliable and intelligent way of finally putting this old dog to rest.

In principle the reason are simple – how can the contents of the conversation (notes) with the business card and the activities agreed with the lead/customer (sending out the correct information material) be united with a digital format? Furthermore, the information on a scanned business card would need to be united with the handwritten data on the interview sheet! Add to these requirements the principle that consultants are to consult! Administration and the ensuing processing ought to be dealt with by technology as well as completed by other staff.

Tablets on site

The team of consultants on the stand can make their notes or just hit the relevant radio buttons and store the contents of their conversation in tablets (or other machines).

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They note the large red number at the top of the digital interview sheet on the back of the business card received. At the end of the conversation they hit the save button and put the card in their pocket. The next conversation can begin. Some time later they deposit the cards at reception. (An info-terminal can be set up so that leads can enter their own data and click on the information material they would like to receive.)

At reception an image of the business card is created using a special scanner which at the same time carries out an upload of the image of each business card. Some clients use more than one scanner for different locations on large stands to process large numbers of leads.

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The pre-set scanner is a completely stand-alone appliance. It is connected to the Internet. The display is similar to a tablet. The number on the back of the business card (which of course corresponds to the appropriate interview sheet) is entered as the file name of the image, hit RETURN and the scan process begins. Easy to operate and quick to learn.

The scan process for the reception staff takes a few seconds and is carried out immediately at the fair.

With that the job is complete for the staff at the fair. The actual business cards are usually sorted by number and collected for any repeat scans that may be required (usually a few per thousand).

So who enters the address data?

Naturally, you can do without the scan procedure and have alll the data from the busines card entered by hand on site by trhe consultants. However, this would contradict the basic principle of removing the burden from the consultants and allowing them to spend their expensive time talking to leads.

As a rule the scanned image of the business card is assigned automatically via its file name to the data record of the interview sheet. At this point the OCR/text recognition system comes into play. Hereafter, information like name, firsdt name etc. is slotted into the appropriate data fields.

This job is usually done in the home office by trainees or even outsourced. As this solution is browser-driven these people do not have to go to the trade fair. They can stay in their own office, whether they are in the company or in their own office. Access is possible from everywhere.

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In the right upper corner is the work sheet. This is where the results of the text recognition appear. Any corrections can be made using the keyboard. The text eg. the last name is highlighted and the relevant field name on the edge of the work sheet is clicked. The highlighted data is slotted immediately and automatically into that field (see below).

In this fashion all the data including title, position, academic title, mobile phone number etc. are assigned.

After completion and storage the image of the business card appears next to the data record. This process for each business card takes approx. 20 seconds.

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So hundreds of interview sheets can bve processed by a few people per day to ensure that the data records become available for use in as real time as possible.

As each completed and checked address is stored further activities can be triggered automatically. The transfer of certain filtered addresses to a typing pool could be added so that automatic dispatch of brochures can be carried out. And/or E-Mails can be sent iimediately to the leads thsanking them for their time and that the informsation material requested is on its way. And/or the transfer of information selected by the consultants by clicking radio buttons such as customer segmen, product group, etc. can be transferred to the marketing department for processing. Finally - although not conclusively - the sales staff responsible can be informed of the new lead with access to their particulars.

This kind of automation is set up individually by WebSmartware according to the requirements of each customer.

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Thus a consultant can casll up "his interview sheet" later and see that it has been completed with a address data and an image of the business card.

The valuable result

Once they have been saved following processing the completed contact data (leads) are available to asll those responsible and concerned in almost real time.

During the event the back office team casn work saving time and money in the environment to which they are accustomed. The contacts made at the fair can now be used to supply the information agreed to the leads - everything as immediate as possible.

The information material for which any lead has asked at the trade fair is usually waiting for him/her on returning to their home office. 

Furthermore - and of prime personal importance for the trade fair manager - all the up-to-date statistical information on the exact number of leads, where they are from, what they were interested in etc. is one mouse click away. This information is supplied in MS-EXCEL format. The trade fair/marketing staff can be given access to this data from the trade fair without having to leave their offices.

After the event

After the event every user wants to have the new customer data transferred to their inhouse CRM system. This can be effected during the trade fair in almost real time and/or after the event using a filtered file. The elimination of doubles, automatic entries on the trade fair visit into existing customer data and ultimately the entry of new contact addresses.

Embedded in the Internet 

The combination of Internet, standard browsers, a central database structure, a high performance development platform and a little ingenuity is the basis of these applications. Especially companies operating in the international field and promoters of large events use the tools in TradeFairOrganizer that are multi-lingual from the start.

Financed to requirement

With software-as-a-service you pay for what you actually use – no investment decision need be made. For example, rent the package for your one major international trade fair or if you are more active pay a low flat rate per month. Of course, you can purchase the software in the more traditional way and have the application custom-built to your precise requirements.

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