It seems like there is an app for everything these days. From finding the best taco in town to checking in for flights, businesses are growing their customer base and finding better and faster ways to get information and snag sales. Yet when attending large events, mainstream corporate marketing and sales departments still struggle with collecting and integrating consumer preference and decision criteria data so that marketing can predict and forecast and sales can turn leads into customers.
There are so many factors influencing the customer buying cycle that marketing needs to understand the trigger points in order to arm
sales with the tools to address perceived needs and close business.
While conventions, events and conferences provide an opportune time to keep a pulse on changing attitudes, many times they are also the best place to tee up a sales lead. This is when marketing and sales need to leverage technology to work for both of them.
On average, an exhibitor has only a few minutes to peak the interest of a prospective customer. Those minutes must be spent developing a rapport and identifying a need. Fumbling around with forms or a survey or rummaging through a variety of brochures and pamphlets just doesn’t cut it when people use their iPhones, iPads and other devices for everyday efficiencies.
Luxury automotive and motor bike firms have recently stepped up their data capture and lead integration with Gather, interactive data capture software that collects, validates and moves information along the marketing and sales cycles while actively presenting product options to the user. Configured to each client’s specifications, Gather can be used in any number of applications and on any number of devices (from tablets to kiosks) – ideal for situations where customers are in critical mass and time for interaction is minimal.
MSP owners, Andrew and Hugo Spalding, have taken a static discipline, data management, and developed a firm that breathes best practices into data clarity, responds to customer needs with a customized configuration, and has developed a team seen as an authority when determining what and how to query.
Gather premiered in the U.S. on August 17 at the Pebble Beach Concours d’Elegance alongside luxury automotive maker, Rolls-Royce Motor Cars.
