Case study · KEYENCE and Tescan

Small exhibitions, run as a high-frequency system.

80+ small exhibitions and regional conferences across more than a dozen countries, run with one reusable kit and one set of artwork.

Visitors gathered at the KEYENCE stand at Warsaw Metaltech — A regional show in Warsaw. The same kit that travels to every other event in the programme.

The goal

Attend small exhibitions and regional conferences, because many decision makers go to them, and turn those conversations into leads for sales.

The challenge

There were more than 80 events across more than a dozen countries: regional conferences, university events and specialist technical seminars. None of them had its own budget or its own organiser. The cost and effort per event had to stay low enough to repeat them year after year.

80+ events

tracked in the measured period.

3,000+ leads

tracked in the measured period.

520%

ROI, in the two years with complete budget data.

The approach

Every event screened first. Floor plan, competitors and price checked before any money was committed. Weak events were dropped, and one conference was never repeated after a single visit.
One kit, reused. Roll-up banners and sales material that one person can ship and set up, with artwork made once and adapted per language.
A small team on site. One or two sales engineers, so travel costs stay low.
The same lead form everywhere. Every event is measured the same way, so results can be compared.

How I executed

Before. Approval and registration, stand location chosen, and the organiser told what we would bring. One month out, banners, catalogues and lead forms confirmed and shipped.
At the fair. Everything checked against the contract on arrival, banners and sales material set up, and a short briefing for sales engineers and hosts on approaching passers-by and qualifying them.
Within one week after. Lead forms, feedback and banners returned, and every lead entered into the CRM.
Follow-up on a schedule. Every lead contacted again at 2 weeks, 1 month, 2 months and 6 months.

The essentials

What every small exhibition needs.

The same seven things at every event, from a conference table to a full stand.

The product itself

Visitors want to see it, touch it and talk about it.

A large screen

Shows what the product can do, including what cannot be demonstrated live.

Roll-up banners

Visible from the aisle, in the local language.

Sales material

Catalogues for visitors to take away.

Small giveaways

A reason to stop, and a reminder after the event.

Lead capture sheets

The same three-part form as at the flagship fairs.

A sales engineer and sales support

One talks to passers-by, the other makes sure every conversation ends in a completed lead sheet.

Lead capture stayed identical at every event. The same three-part paper questionnaire used at the flagship fairs, qualified at the stand by the sales engineer on the day, so a small conference produced the same quality of record as a five-day international show. See how that form worked.

The outcome

Leads that turned into sales meetings.

The 3,000+ leads led to 590+ site visits and sales calls. Every lead came in on the same form and was followed up on a fixed schedule, so none were lost between the event and the sales team.

Sample materials