Gathering information at your booth helps reveal your visitor’s unique perspective, agenda and interest as well as how closely they fit into the customer profile you created before the show. This information lets you know how to present meaningful information to the visitor. But, there is one more piece of information you must get..

During the past few years the right to privacy has become a key issue. Governments, private corporations and professionals all deal with people who feel increasingly encroached upon and are more guarded about their personal information. Now more than ever, people realize that there is simply too much information that can fall into the hands of the wrong people. Yet in order to do your job well and to mount and effective post-show follow-up campaign you need access to this vital information. Herein lies your dilemma.

The intent of privacy legislation is to limit a vendor’s ability to collect information and to use it without permission from the individual. For the trade show exhibitor it means that information gathered with draws, registrations, door prizes or at the booth must be handled in accordance with current privacy regulations.

Exhibitors need to be diligent in getting permission to follow-up. Yet the process does not have to be difficult. It just takes a bit of planning. 

In most cases all you have to do is ask. If your visitors allow you to collect personal information and know what your intentions are, you can add them to your follow-up plans. If they say no, then you can't. It’s as simple as that.

When you are conducting a draw add one more line to your ballot such as “Would you like one of our representatives to call you to discuss the benefits of our new product?” Or, “Can we notify you about our upcoming events?” If you have an in-booth activity such as a game, demonstration or seminar, have your visitors fill out a registration form which asks, “Would you like to be notified when we have product specials?” or, “Can we pass your information along to our dealer representative for follow-up?” When you are wrapping up your discussion with a visitor ask, “Would you like to receive our quarterly newsletter?” Or, “Can we give you a call to follow-up next week?”

Privacy legislation will change depending on what country you choose to exhibit. Make sure you know how the local privacy laws read, understand your restrictions, and then ask permission. If you don’t ask, the monetary fines can be stiff and the bad-will you create can be daunting.

So, take advantage of the opportunity you have at a show when you are working face to face with your clients. It’s a whole lot easier to ask permission when they are in front of you than trying to get it later.