B2B EVENT MarketingThe secret to growing your exhibitor leads by 46%…even when the global event industry gets smacked by COVID-19 Case Study
Growing your exhibitor
The secret to growing your exhibitor leads by 46%…even when the global event industry gets smacked by COVID-19
Come 2021 and we’re given the same task: hit our exhibitor promotion KPI for the largest battery and electric vehicle (EV) technologies trade show in North America…with a few barriers this time round:
We’re cautiously emerging from a global pandemic and people are wary of crowds
Exhibitors are sceptical of committing to trade shows without knowing if the right people will show up .
The battery & EV industry is a touch-and-feel one. People need to be there to make a wise sales decision
Despite the tough circumstances, there were 2 things we knew for sure:
1. In 2021, the “typical” person was spending an average of 7 hours online. Our digital marketing efforts held more power than ever
We Market Events are LinkedIn paid media & creative wizards. We’ve got a lot of experience converting the toughest crowds out there
So we targeted companies, industries and LinkedIn groups to bring in only the highest quality leads and filter out the rest.
To convince the highest quality exhibitors to commit to the event, we used social proof and urgency as copywriting persuasion techniques. This reassured even the greatest skeptics that highly qualified buyers were sure to arrive, their competitors were going to be there and as a result, exhibiting at the event was worth every dollar.
We almost doubled our pre-COVID exhibitor leads.
Our lead rate grew by 46% from 2019 and our ads generated a total of 60,277 impressions and 602 clicks.
A massive win, especially in a time when the events industry had turned upside down (so we thought 😉)