Behind every great expo is a better lead generation strategy

Expos and events can take up a significant proportion of your marketing and business development budget. So ensuring they deliver requires:

• good research into event relevancy and decision maker attendees,
• creative stand design and materials to capture visitors,
• a strong offer to generate high quality leads
• a pre-planned follow-up strategy to quickly turn conversations into quotes.

Our recent success story showcases the immense value of this approach which included an innovative stand design that not only captivated audiences but also was versatile for reuse across multiple events.

We started by designing an engaging stand that clearly defined Service Geeni’s core offering, whilst having the ability to be re-used across three different events; helping to keep costs down, providing a consistent and memorable brand presence, and building brand recognition. This adaptability is crucial in the evolving world of trade shows and exhibitions which can be a costly event in any marketing calendar.

Alongside a vibrant design, we also implemented sales support strategies to convert conversations into leads. These strategies included internal communications to the sales team in advance to ensure they had the conversation starters and a plan for manning the stand, plus the creation of informative PDF documents and eye-catching postcards featuring QR codes, which directed prospects to valuable e-guides. These materials were not just informative but also persuasive, with helpful information and a clear call to action, enticing attendees to engage with the client at the event and afterwards. The addition of fun giveaways added an element of excitement, leaving a positive and lasting brand impression with potential decision makers.

The true measure of success for Service Geeni was the impressive number of leads we generated at the event. It resulted in +100 decision makers leaving their details to follow up with more information and within a couple of weeks of the event high-quality prospects were already quoted with projects exceeding £500,000, with more appointments scheduled and further pipeline value expected.

This success highlights the importance of careful planning and innovation when participating in expos and events, to ensure they deliver more than just brand awareness.

Do you have an event coming up? Speak to one of the team today.