Leon Restaurants is my number one choice of lunch when I’m floating around London.

It’s a growing fast food chain with a difference….the food is natural, healthy and fudging tasty (trust me, it’s the best adjective I could find without offending!)…

If you haven’t tried it give it a go…Chargrilled Chicken Aioli Hot Box…All day long.

I was having lunch there the other day when an employee came up to me and it went something like this…

Her: Hi, we’re doing some research – could you help us out?

Me: Sure, how long will it take?

Her: It’s just one question and in return I’ll give you a voucher for a free lunch.

Me: One question?

Her: Yep. What’s the first part of your postcode?

Me: SL1

Her: Thanks -here’s your voucher.

Now…I know I’m easily shocked but this really shocked me – one answer for a free lunch. Blindin’ deal.

Maybe it’s my conditioning.

I attend about eight exhibitions a month and each one of those asks me an inordinate amount of questions for a free visitor ticket.

Like literally inordinate, to the point of dehydration and RSI.

When I complete the forms I can pretty much sniff out the residual questions and I often query how much value they are providing to the organiser – or the visitor.

I would estimate that the average number of questions that organisers ask visitors in the registration process sits between 30-35.

You have to admit it’s a shedload and I rarely get any personalised emails based on the answers I give.

On the flipside, I know one particular show (it’s my favourite of 2015) that asks just one profiling question – email address.

One question but you get four bits of information first name, surname, company address…and email of course.

Like the postcode, it wouldn’t take too much effort to profile the person based on the information above.

One question, structured correctly and well considered, can give a wealth of information.

It begs the question, what would be the minimum amount of questions you would ask in the registration process.

I wouldn’t be brave enough to do just one…would anyone else?

Personally, I would ask four questions…

  1. What is your email address?
  2. What is your primary reason for attending?
  3. Do you have an active budget in the next 12 months? Y/N
  4. Would you become an advocate for the event? Y/N

Even at that, the middle two are fillers!

I would be really interested to know how many questions others would be prepared to ask in the registration process and what would they be…


Jim heads up Exhibitor Smarts, which is a newly created specialist agency working alongside organisers and suppliers to ensure that exhibitors engage, grow and return.

If you want more information about the Exhibitor Smarts please visit our website at www.exhibitorsmarts.com

For exhibiting tips and chats follow Exhibitor Smarts on twitter: @exhibitorsmarts

Image thanks to Mark Lebbell (Flickr)  – Cheers!

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