This week, the Decusatio team had the privilege of being an exhibitor at Leaderex 2024, hosted at the Sandton Convention Centre. The event was a melting pot of innovative business leaders, entrepreneurs, and industry influencers. As a business delivering B2B communication solutions, we found the exhibition not only valuable for networking but also for gaining insights into various marketing activations. It offered us an opportunity to reflect on the power of engaging strategies in a crowded exhibition space, particularly those that leave a lasting impact.
The Ice-Cream Bar Activation: A Sweet but Missed Opportunity
Among the various marketing activations that caught our eye was an innovative stand run by a tech company. They implemented an ice-cream bar activation—a simple yet effective concept where attendees could fill in an online form in exchange for a delicious soft-serve ice cream with toppings. It’s no secret that ice cream is a crowd pleaser, and this activation was a hit in terms of drawing people to the stand.
But, as we took a closer look, we observed a few missed opportunities that could have made the activation even more effective in the context of B2B marketing strategies.
Missed Engagement Opportunities:
- Lack of Personal Interaction: While the ice cream was a great drawcard, the team manning the stand didn’t engage much with visitors. The attendees who filled out the form were focused on their sweet treat, and there was little follow-up or discussion about the business itself. In a B2B environment, personal interaction is crucial for making an impression. The product is often complex, and relationships matter—having the opportunity to initiate meaningful conversations is key.
- No Confirmation of Form Submission: Another gap was the absence of a confirmation or acknowledgment after attendees completed the form. In a world where instant feedback is expected, a confirmation email or message thanking the attendee for their time would have been a simple yet impactful touchpoint. It would have reinforced the brand and created a sense of engagement beyond just enjoying a treat.
- Lack of Post-Event Follow-up: Perhaps the most significant missed opportunity was the lack of follow-up communication. Now, it’s possible we weren’t in their target market, but after 72 hours, we hadn’t received any follow-up. In B2B, particularly in an exhibition environment, timely post-event follow-up is essential. Whether it’s a personalised email or a simple thank-you message, continuing the conversation is critical for converting leads into relationships. Without this step, the connection made at the event can quickly fade.
Learning from Successful Marketing Activations
Exhibition marketing strategies like the ice-cream bar show that it’s not just about attracting people to your stand—it’s about what you do once they’re there. At Investor Communications, we believe in integrating creativity with actionable results, particularly when it comes to B2B marketing activations. Here are some lessons we took away from Leaderex 2024:
- Engagement is Everything: Whether it’s a giveaway or an interactive activation, the real value comes from meaningful engagement with visitors. Have your team ready to explain the value of your product or service as soon as someone interacts with your brand.
- Instant Gratification with a Follow-up Strategy: Offering something of immediate value—like an ice cream—is fantastic, but always have a plan for how you’ll follow up with potential leads. Even something as simple as an automatic “thank you” message can help cement the relationship.
- Timely Post-Event Communication: Within 48-72 hours post-event, follow up with every visitor who interacted with your activation. A personalized message goes a long way in converting warm leads into clients. It ensures that your brand stays top of mind, even after the buzz of the event has faded.
Conclusion
At Investor Communications, we specialise in helping businesses design and execute impactful B2B marketing strategies that engage audiences and drive results. Whether you’re looking for exhibition marketing ideas, case studies, or innovative marketing activations that deliver real value, we’re here to help.