B2B EVENT Marketing

The secret to growing your exhibitor leads by 46%…even when the global event industry gets smacked by COVID-19 Case Study

Growing your exhibitor

Intro

The secret to growing your exhibitor leads by 46%…even when the global event industry gets smacked by COVID-19

In 2019, we generated 39 on-target exhibitor leads for The Battery Show North America🎯

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:

WME_CaseStudy_MacbookAir_Automechanika Birmingham’s social media registrations

CHALLENGE

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

Challenge accepted🙃👍

Solution

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.