Challenge

The trade show industry has to walk a very narrow rope when it comes to visitors, because the success of the show hinges upon them delivering the right crowd to the exhibitors. This rope becomes narrower if it’s a niche B2B exhibition.

This problem resonates across the industry because it is impossible to reach all the prospects spread across the nation, thus the obvious choice would be to send emails to all the relevant executives but we all know where they end up.

To effectively tackle the  conundrum, The Testament came up with elegant service of visitor acquisition for the exhibition industry. We have been working with the largest names in the industry for the past 5 years, delivering industry relevant visitors from across India.

This time our expertise was to be leveraged in making the debut event for lasers a runaway success.

The drive was to target the following industries:

• Auto Components
• Sheet Metal
• Medical Equipment
• Textile

Solution

The drive was started by simultaneously training our facilitators about the pitch,on our gamified app EnGame, and identifying the clusters of the above mentioned industries across NCR.

The plan was made for a multi pronged campaign lasting 20 days across the business hubs of NCR. As the target industry was very specific. working for 20 days, they personally invited business owners and recorded their pitch, name, address, business type, GPS on our MarketAcquire app.

Results

• 2000 visitors acquired
• Expedited process
• Hands off approach for the client
• Reached SME which usually are not reached by mails
• Sold out trade show

How a trade show organizer acquired 600 visitors for its Health Care trade show, with the help of The Testament^®

Challenge

Trade fairs are strategic platforms, bringing the industry together. The trade fair in the health care industry, organised by the client in context, creates such a platform, uniting both industry members with each other and members of the trade with their buyer and specifier groups. The trade fair in context is on the Indian Health Care industry, being organised on an annual basis in the capital city of Delhi. Based on recent data, the Indian healthcare market, which is worth around $100 billion, will likely grow at a CAGR of 23 per cent to $280 billion by 2020. 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. In order to acquire visitors for the event, the client partnered with The Testament^® to conduct an on-ground visitor acquisition drive across Delhi for 2 weeks.

Solution

For the visitor acquisition drive, the target group was set as:

• Large hospitals
• Established nursing homes
• Popular medical clinics

The Testament activated 6 Faciliatators for this project, for 10 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 Photographs of the pitch.

Results

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

How a trade show on the Baby Care Industry organised a trade show with 10,000 visitors, with the help of The Testament^®

Challenge

The baby care market in India is expected to grow at an annual rate of over 17% in terms of revenues during the 2014-2019 period to reach over $31 billion, from $14 billion. Trade fairs are strategic platforms, bringing the industry together. The trade fair in the Bath industry, organised by the client in context, creates such a platform, uniting both industry members with each other and members of the trade with their buyer and specifier groups. The trade fair is organised on annual basis in Mumbai. In order to acquire visitors for the event, the client partnered with The Testament^® to conduct an on-ground visitor acquisition drive across 21 cities of the country like Mumbai, Pune, Chandigarh, Kanpur, Lucknow, Kolkata etc.

Solution

After discussion with the client, the target business segment was fixed at:

• Supermarkets
• Gift shops
• Toy shops
• Baby products
• Maternity products
• Children’s clothing shops

The Testament^® used:

• Extensive Demographic Research of the relevant business prospects
• In-house technological tools like MARKET ACQUIRE^® to consolidate registration data along with pitch recordings and geo-coordinates.
• Training Video and ENGAME® to train and engage marketing facilitators
• Comprehensive Quality Check on the data received at the backend through stringent internal processes
• Follow up on-ground activities with tele-calling drive to increase retention

Results

• 10,000 visitors acquired in 2 months
• Sold Out trade show
• On Ground Business Data across the country

How a trade show on the services sector gathered 6000 businesses across industries, with the help of The Testament^®

Challenge

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 organizes trade fairs on various industries to spur buyer-seller interaction and give impetus to economic growth in turn and was in the process of organizing a mega trade show on the entire service sector. Approximately twenty-one industries were targeted for the show, and hence acquiring visitors across all industries was extremely difficult. For the process of visitor acquisition, the client partnered with The Testament^® to conduct an on-ground visitor acquisition drive across Delhi for 2 weeks.

Solution

The service sector was broken down to 21 specific industries. Some of them were:

• Information Technology Services
• Financial Services
• Construction
• Logistics
• Printing
• Media & Entertainment
• Manufacturing
• Organised Retail
• Architecture

The Testament activated 20 Facilitators for this project, for 25 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 Photographs of the pitch.

The on-ground acquisition process was followed up by a tele-calling drive to all generated leads to increase lead conversion ratio for the client.

Results

• 6000 Visitors acquired in 25 days
• Education Pavilion visited by 15 Schools, 200 Students
• Extensive Brand Awareness

How a trade show organizer reached out to 30,000 students for its Gaming Industry trade show, with the help of The Testament^®

Challenge

With the increase in digital literacy, internet penetration and youth population of the country, the gaming industry is set to grow at a rapid pace. Currently valued at USD 890 million, the Indian Gaming Industry is estimated for the annual growth rate of 14.3 percent with mobile Gaming taking the lead at 71% share. The client in context is an organizer of trade shows in various sectors of the economy, gaming being one of them. The supply side for the gaming industry is met by animators, designers, gaming developers etc. while the demand side is met primarily by the youth population of the country.

Solution

The Testament® took a holistic approach towards creating awareness and generating leads for the event. The omnichannel approach consisted of:

• Social media marketing
• Direct mailing
• Cold Calling
• Establishing tie-ups with institutions

The target group for the event was the college going youth population of Delhi. To effectively target this segment,

The Testament® reached out to:

• 50 colleges in Delhi NCR
• All animation institutes of Delhi

Results

• Connection with 30,000 Students
• Widespread Awareness among its target audience
• Extensive on-ground data providing Insights into target industries