It’s easy to extend lead capture to bring something special, that extra value, that can make the difference between a good event and a great event. Using technology-based interactions with event visitors, you can get so much more with little additional effort or cost.

Here are the top 6 reasons you should invest in electronic data capture systems for your next event:

1) Simplifying event registration
If you’re running the entire event, registration is a necessary part of planning but it’s often the most painful. A customized web-based registration for pre-event registration can be combined with on-site registration and/or recognition system to register and track event attendees as they come to the event and even as they move around the event.

2) Learning what’s on consumers’ minds
Knowing what consumers are thinking sure beats guessing when it comes to positioning a brand for success so why not ask them and record their answers? Engage with consumers in such a way that they’ll be happy to provide their thoughts and opinions to you, and if you capture this electronically you can instantly and easily analyze the results and turn them into recommendations that will be statistically sound. Slice and dice the results so you focus only on the “right” segment for your brand at that moment in time.

3) Getting consumer permission to starting a brand relationship
It’s difficult these days to get consumers to opt-in to receive more messages from your brand. Use incentives in creative ways to do just that, from delivering valuable content to sweepstakes, instant win draws, drive to store coupons, incentive coupons, photo marketing and more. Match the incentive to the event and the audience to get the highest opt-in rate imaginable.

4) Measuring how you’ve changed consumer opinions for the better
If you can demonstrate that consumers are more willing to buy, or more aware, or more interested in your brand as a result of the event you are well on your way to demonstrating a positive ROI. Take the time to quantify this – either before and during the event, or even before and after the event.

5) Touching consumers with the best ongoing messages
The best relationships are those where communication is relevant and interesting. Here’s your chance to capitalize on what you now know about your event visitors and to follow up to maintain and grow your relationship. Send email or SMS messages that speak to what you know about the person, their likes or dislikes, when they plan to buy or offer them something to win them back from a competitor. Creating relevant conversation is easy when you know so much about them.

6) Measuring return on event investment
The perfect ROI shows a correlation between engaging with a brand at an event and making a purchase as a result. It may be as simple as showing you how much likely the event visitor is to buy your brand’s product or service or as sophisticated as incorporating sales data and demonstrating exactly who bought what and how many as result. ROI is king when it comes to getting your next budget approved.

Those who get it will win. Going that extra measurement mile will make all the difference when the time comes to allocate budget for the next year’s programs.