Technology · Exhibition
A 400 sqm expo pavilion measured in meetings, not footfall
A large stand producing plenty of visitors and very few qualified conversations — until the space and the diary were redesigned.
The brief
An enterprise software company had a substantial presence at a major Gulf technology exhibition, and could not evidence a return. Leads were collected on paper, executive meetings happened in noisy public areas and the follow-up began a fortnight later.
What was going wrong
- An entirely open stand with no private meeting space
- Lead capture on cards, typed up after the show
- No pre-booked meetings — the diary was filled by walk-ups
- Sixty travelling staff booking their own flights and hotels
What we did
Four changes that mattered.
Zoned the stand
Open demonstration frontage for volume, four enclosed meeting rooms behind it for depth, sized against the sales motion rather than by floor-area convention.
Built the diary before the show
Target accounts identified six weeks out, meetings confirmed with a time and a named attendee, and a briefing sheet per meeting for the executive taking it.
Configured capture to the CRM
Scanner fields mapped to the CRM before the show, staff briefed on qualification, and a sync running through each day rather than at the end.
Took over the travel
Sixty staff moved onto managed group travel with one rooming list, one arrival plan and one support number.
Outcome
What happened
Carry-forward
What we took into the next one
Private meeting space changes what an enterprise stand can do commercially
A diary built in advance beats any amount of stand traffic
Same-day lead sync is the single cheapest improvement available
More work
Other programmes.
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2,400 delegates · 90 exhibitors · 4 daysOne working day · hello@voyacircle.com
Something of this shape, for your programme.
Every one of these started as three lines in an email. Send the format, the headcount and the month, and you will get back what it takes to run it and roughly what it costs.