MDF Goes Beyond
When Demand Exceeds Supply
By
Jul 12, 2004, 18:11

If you’re like most companies, leads are the Holy Grail of the Trade Show. These leads need to be responded to and followed up on, in a timely manner. One of our clients was showcasing free samples of their products as incentive to come to its booth. A survey was filled out which determined who was qualified to receive the free material. A lot of good qualifying information was captured on the survey, which needed to be fed back to the sales reps for follow-up.

Often these shows are a week long, and by the time leads are brought back to the office, sorted through, sent to MDF for processing, and shipped out UPS Ground, precious time can be lost in such a competitive environment. To make matters worse, the demand often exceeded the supply, so another layer of time was added to the process.

The MDF rep suggested that the client e-mail us the leads while still at the show, and we would immediately send out a post card acknowledging that the sample was on its way, and forward the lead to the appropriate sales rep. MDF could then process the leads in the normal time and send out the material in the most cost effective way, with reassurance that the lead already received an initial response and the sales rep had been notified of the prospect’s interest.

This gives the client another way to communicate with the lead while buying extra time for the process. This has worked so well for the large shows that the client has incorporated this business rule for all of the trade shows.



© Copyright 2003 by YourSITE.com