How a trade show in the Engineering and Technology
Industry organised a trade show with 4500 visitors in 18 days, with
the help of The Testament®

20 Marketing facilitators scan across the capital city to acquire business visitors for the client 

Challenge

The Indian Engineering sector has witnessed a remarkable growth over the last few years driven by increased investments in infrastructure and industrial production. The capital goods & engineering turnover in India is expected to
reach US$ 125.4 billion by FY17. The client in context is one of the largest and oldest non-governmental body in the country with policy advisory as one of its primary functions. It also organises trade fairs on various industries to spur
buyer-seller interaction and give impetus to economic growth in turn. The trade fair in context is on the Engineering and Technology sector, being organised on an annual basis in Delhi. In order to acquire visitors for the event, the client partnered with The Testament® to conduct an on-ground visitor acquisition drive across the city of Delhi.

Solution

For the visitor acquisition drive, the target group was set as:
 Corporates working across industries
 Engineering firms engaged in producing capital goods
 Manufacturing firms producing consumer goods
The Testament activated 20 Facilitators for this project, for 18 Working days. The facilitators were tasked with acquiring business visitors for the trade show by pitching about the value proposition of the trade show. They were trained on the proprietary technology tool of The Testament®-EnGame, which gamifies training to better engage the facilitators.

While acquiring business visitors, the facilitators were equipped with Market Acquire app, The Testament’s proprietary technology. While this helped the facilitators to ensure no data was lost in the process of acquisition, the
company received constant on ground data in the form of Voice Recorded Pitches, GPS Tracked Location History and On Ground Phoographs of the pitch.

Results

 4500 visitors acquired in 10 days
 Sold Out trade show
On Ground Business Data  for future trade shows

The Testament® helps leading trade show organizer acquire 2400+ visitors in 1 month using our Visitor Acquisition Capabilities for the highly niche sector in Delhi NCR .

Challenge

The Renewable Energy sector in India is poised for massive growth in the future, with the Government of India targeting installation of 175 Giga Watts by 2022. This action plan, under the Paris Agreement 2015, will provide immense fillip to the hitherto less explored sector.

To take advantage of the growth of the sector, it becomes immensely important to organize events which aim to connect the sellers to the buyers. One of The Testament’s clients, a leading trade fair organizer, required to organize a B2B expo on Renewable Energy. The show aimed to upscale and mainstream the applications of renewable energy resources, showcase innovations, and enrich deliberations by providing the industry with an international exhibition and conference platform.

Solution

The Testament® deployed 19 marketing facilitators for the visitor acquisition drive for the trade show. The target segments were manufacturing businesses, real estate builders and contractors, architects, financial firms, lawyers and large corporate houses who could benefit from installing renewable energy systems.

One of the primary challenges in the project was the unexplored nature of the sector. Renewable energy is a niche sector, where few players exist. Hence, to convert businesses to visitors required the facilitators to be thorough with the value proposition of the trade show. The Testament’s technology- mobile app EnGame® helped train the facilitators on the details of the trade show and the benefits arising out of it for the visitors.

For visitor acquisition, Delhi was geographically divided into several clusters based on target businesses. Each segment was then targeted by one or more than marketing facilitator based on business concentration.

Results

 2451 Business registrations in 1 month
 Successful Visitor Acquisition in a niche industry
 Increased Brand Awareness for client among visitors

The Testament has done several trade shows in the energy sector, across the country. The case study serves as an example of one such trade show in Delhi NCR. Nobody does it Better!

How The Testament® helped a leading Media and Events company acquire 3281 businesses for its interiors,architecture and design exhibition in 1 month.

Company Uses The Testament’s Customer Acquisition Capabilities to on board visitors for its Events in Mumbai.

Challenge

This event served businesses in a niche industry and therefore it was a challenge for the organisers to bring many businesses under one roof for the event. The exhibition looked to create value for new and upcoming brands in the design industry and assist them to get noticed while making a name for their brand at the same time. To enable to reach an appreciable visitor count and engagement, the company decided to partner with The Testament®.

Solution

For the given challenge, The Testament mobilised 30 on-ground marketing facilitators for a duration of 1 month in 7 cities namely – Ahmedabad, Bangalore, Coimbatore, Goa, Rajkot, Surat and Vadodara. A pre-training video was generated by Team The Testament to train the facilitators. Each facilitator was also equipped with The Testament’s proprietary technology, Market Acquire® which helped them Record Audio Pitches made on-ground, Global Positioning System (GPS) Coordinates and Photographs ensuring no data loss occurred.
The facilitators targeted the manufacturers, wholesalers, distributors, and suppliers of kitchen appliances, furniture, decorative lights, home-decor and commercial lighting.

Results

•  3281 Business on-boarded in 1 month  
•  Business Oopportunities for visitors
•  Strong Visitor Profile for the exhibition

Co-Working Spaces acquire 150 business leads in commercial hubs of Delhi with The Testament’s customer acquisition capabilities  

Challenge

Co-working is a style of work that involves a shared working environment, often an office, and independent activity. Although a more involved concept in the west, the idea is now catching on in India as well, fueled by the growth of the rising number of startups. The company in context offers co-working spaces across the city of Delhi, by turning everyday coffee spaces into work zones. Customers pay extra for the F&B. Being a startup with a limited consumer base, the client decided to partner with The Testament® to conduct an on-ground lead generation drive.

Solution

WHERE: The Testament®, after discussion with the client decided on targeting various cafes in the commercial hubs of Delhi as the sites for lead generation. Customers come to these cafes for various purpose, one of them being to work independently. Free WiFi, comfortable seating arrangements, and hygienic environments provide an ideal setup for work. These customers were of extreme importance to the client, and needed to generate leads from this population.

HOW: The Testament® activated 2 Facilitators for a week for this project. The facilitators were trained about the company’s products and the F&B sector before being deployed to important commercial hubs in Delhi. The target areas were primarily Connaught Place, Hauz Khas, Safdarjung, Green Park etc. The facilitators encompassed these areas, targeting various cafes. Facilitators approached these customers, pitched them about the co-working spaces being offered by the client, and collected consumer data (name, contact details, preference of work-space etc.). The Facilitators also handed out marketing collateral’s (client pamphlets) to the target customers.

Results

• 150 Business Leads acquired in 5 days
• Increased Brand Awareness among target segment

Trade fair organizer acquires 2500 businesses with an effort of 25 days with the help of The Testament®

With The Testament’s Visitor Acquisition Capabilities, Gem and Jewelry Industry Trade Fairs has gathered over 7000 Business Visitors Cumulatively in 3 years

Challenge

The company in context is a leading trade show organizer, with trade shows in important industries such as Energy, FMCG, Real Estate. One of its flagship shows is in the Gem and Jewelry industry, with the show being organised across metros in the country. With visitor acquisition being one of the primary challenges for the trade show, the company decided to partner with The Testament® to meet the challenge. The solution outlined below is of one such trade show in one metro city (Delhi).

Our MarketAcquire App shows data in real time.

Solution

The Testament activated 5 Facilitators who would work on-ground, around the clock for 25 Working Days. The facilitators were tasked with acquiring jewelry establishments for the trade show. The Testament® provided the facilitators with a database of jewelry businesses in Delhi NCR, which was sorted on the basis of the priority levels of the trade show organizer. This also helped in targeting establishments while also maintaining efficiency
To effectively pitch to the businesses, the facilitators were thoroughly trained on the value proposition of the trade show on The Testament’s in-house mobile app EnGame®. Through gamification of the entire training process, the engagement of the facilitators was higher which resulted in higher training retention. The visitor acquisition process was augmented with the Market Acquire® app, The Testament’s proprietary technology. While this helped the facilitators ensure no data was lost in the process of acquisition. The trade show organizer received constant on ground data in the form of Voice Recorded Pitches, GPS Tracked location History and On Ground Photographs of the pitch.

Results

•  2500 visitors acquired in 25 days
•  Sold Out trade show
•  On-Ground Data for future trade shows

The Testament® has acquired visitors for 7 Gem and Jewelry trade shows over a period of 3 years, with a combined visitor count of 7600. Nobody comes close to our experience in the industry.