So you’re going to an event and want to use a quiz as a way to attract people to your booth and then collect some information from them to follow up after all the excitement dies down. Good for you, this is a good idea, (or at least I think it is). However, there are quite a few things to think about if you want to get this right and pull it off with effectiveness. (okay it’s not that bad, but there are some pieces to the puzzle)
I’m going to walk through all of this with you to try and eliminate any difficulty (hopefully I don’t make it more difficult). In my scenario I’m going to be playing the part of Gamer Packaging, a rigid packaging distributor who specializes in all aspects of packaging for the Craft Beer industry. Let’s dive in.
First, I design my quiz.
I’m thinking about how I want it to look on an iPad like you see a preview of in the screenshot above. I want the quiz to be nice and visually appealing, but not overdo it. I also add my own logo to the quiz so people associate it with my booth.
I named my quiz “How does your package stack up?” to be intentionally a bit brash, obviously that’s a choice you have to make when you decide the overall look and feel of your booth at the event, so pick a personality.
Second, I create questions.
My hypothetical quiz is one that asks people how much they know about packaging on their products, with the end goal of getting them on my email list so I can send them more information about packaging and up-sell my own services. Now I don’t actually know anything about packaging, so if you do, don’t judge me.
For my example quiz (which is embedded at the bottom of this post) I decided to do a mix of image questions and text questions. I recommend you either do this or just all image questions – when we did a study of the top 100 quizzes ever made with Interact, we found that all 100 had at least one image question.
Third, craft results
In my quiz I chose to embed a short video on the results that has the founder of the company saying a few words about packaging and its importance to selling product. You can do images, text, have links out, or do a video like I did.
Fourth, Set up lead capture
This is what we’re all here for. Quizzes can be an excellent way to “break the ice” when it comes to asking for contact information from people who visit your booth. I know this because I’ve run a table at a conference where we were using a quiz as a lead generation mechanism and brought in 30 solid leads in one hour before I lost my voice from yelling (it was a conference with a lot of alcohol). You can see the lead form I made for my example quiz below.
The email capture form is simple and to the point. It says exactly what we want to do (send one email each week) and it only asks for what I need (name and email address). When it comes to lead capture, the best policy is honesty, tell people what you want to do with their information and provide a skip link in case they aren’t interested, that way you only get strong leads and don’t have to worry about spamming anyone.
Fifth, tell people how they did
So now that you’ve gotten contact information from the person who’s taking your quiz (and remember, they are doing this while there at your booth at the conference). You now have to tell the person what their result is. You can do this in a variety of ways.
So we just spent a good amount of time finding/creating images, writing questions, crafting results, and writing a compelling opt-in offer to get people signed up through our quiz, and now it’s time to actually set up the display for the quiz at the actual event.
Capturing the person’s contact information is just the beginning of the journey. The real work begins when you begin starting conversations with the prospect in the hopes of turning that person into a long-term paying customer.
Let’s go back to our example quiz. Let’s say someone scored a “Not bad, but we can help” and they also filled out the name and email address portions of the lead capture form. You’ll want to send an email the next day or within a few days addressing the person by name and referencing their quiz result.
“Hi John (name), thanks for stopping by our booth last week at the Craft Beer Conference, we hope you enjoyed our quiz. Here are a few packaging designs to get your new ideas flowing, feel free to reply directly to this email if you’d like to chat about design, we’re here anytime!”