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Case study · KEYENCE and Tescan

Flagship trade fairs, turned into qualified leads for sales.

Large international fairs, each planned twelve months ahead and measured every day on the floor.

Visitors at a live product demonstration on a large trade fair stand
Live demonstrations on the stand, with visitors seated.

The goal

Bring the right visitors to the stand at each flagship fair and turn them into qualified leads that sales could follow up, with a daily lead target at every show.

The challenge

A flagship fair runs for up to five days, on a purpose-built stand, with a team of up to fifteen people and a budget that has to be justified to management. It happens once a year. A year of preparation has to be ready on one date, and a few days of visitors have to be turned into leads that sales can act on.

8
international trade fairs.
4,100+
leads from three of them.
105%
of the daily lead target, on average. Reached at every show.
Up to 15
people on site per fair.

How I plan

  • 12 months out. Decide to attend or skip. Book the stand.
  • 5 to 6 months. Set lead and sales targets. Choose the products to show.
  • 2 to 3 months. Stand design, creative and print.
  • 6 weeks. Travel, staff briefings, lead forms printed.
  • 1 to 3 weeks. Status pack to every team. Daily lead quota set.

How I run the floor

  • The team. Sales engineers per product line, stand staff for first contact, one coordinator.
  • Suppliers. Stand builder, freight, staffing and print. The same partners and process every time.
  • Daily targets. Leads counted every hour. Staff coached the same day.
  • The lead form. Contact details, what the visitor needs, and the sales engineer’s own rating.
  • After the show. Leads entered and passed to sales within days.

Three shows in detail

Different formats, the same target reached.

1,800+
leads. Flagship engineering fair, 106% of the daily target.
1,300+
leads. The same fair a year later, 104% of the daily target.
990+
leads. Regional automotive fair, Hungary, 106% of the daily target.

The lead form

Qualified at the stand, not later.

Contact
Company, name, role, email and consent.
The visitor’s needs
What they tested, and whether they want an offer or a demonstration.
The engineer’s rating
Interest per product, with a priority mark.

The engineer rated each lead while the conversation was fresh. Sales received leads that were already assessed, and followed up the best ones first.

1. The visitor2. Their needs3. Sales engineer’s ratingFair ________ Day 1 2 3CompanyNameRoleCountryEmailPhoneNewsletter consentYesNoStaple business card hereProduct ATestedCatalogueProduct BTestedCatalogueProduct CTestedCatalogueWantsPrice offerDemonstrationVisit on sitePlans to buyWithin 6 monthsWithin 12 monthsNo plan yetInterest per productLowMidHighProduct AProduct BProduct CNotesPriority leadSales engineer initials
The A5 lead sheet, simplified. Filled in at the stand, entered into the database the same week.

Photos

Stands and teams across Europe.

Trade fair stand in Germany seen from above
Germany, the stand seen from above.
Crowd at a stand during a live demonstration in the Czech Republic
Czech Republic, live demonstration.
Ten-person team at a trade fair stand in Slovakia
Slovakia, a ten-person team.
Ribbon cutting for a product launch on the show floor
Denmark, a product launch on the show floor.
Corner stand with demonstration positions in Poland
Poland, corner stand.
One-to-one product demonstration at a show in Hungary
Hungary, one-to-one demonstration.

Where does your European presence stand today?

A readiness score per stage of the European buyer journey, and one prioritised next step.

14 questions, about 2 minutes, free

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