The document provides tips for exhibitors to generate more leads from trade shows and exhibitions. It notes that on average, attendees only visit 21 exhibition stands, already knowing 75% of exhibits they want to see. To be in the top 5%, the document recommends fueling event activation with targeted campaigns to drive engagement and effectively capture customer data and leads. It highlights that less than 20% of exhibitors successfully follow up on generated leads due to hard-to-use data formats, and suggests working with an agency like Fuel Event Activation to design integrated campaigns that produce qualified leads prepared for sales teams.

1. Generate More Leads From Your
Exhibition
Fuel Event Activation

2. What the Organiser Doesn’t Mention
How to be in the Top 5%
There are 350-400 exhibitors in the average trade show
The average attendee only visits 21 stands
And walk into the exhibition already knowing 75% of the exhibits they want to see
We want you to be in the top 5%

3. What the Organiser Doesn’t Mention
Few exhibitors successfully translate their marketing activity into leads acceptable to the their
sales staff
We know from registration companies that less than 20% of exhibitors follow up on generated
leads because the data is either too hard to use or the leads are in a format too hard to exploit
How many leads did your last trade show generate?
What was your cost per lead?

4. Event Sales Activation
Outcomes

5. Brand Awareness
• Raise national awareness of the
importance of International Humanitarian
Law (IHL)
• Use non traditional channels to achieve
effective cut through
• Inspire debate
• Campaign achieved global coverage and
massive national media engagement
across radio, online, TV and press
• Drove huge controversy via talk back
radio over a week and significantly
increased awareness

6. Integrated Pre-Event & In Show Launch
• Target $200,000+ car buyers
• Fully BTL integrated campaign to cast a
halo over entire Nissan vehicle range
• Drive GT-R sales enquiry
• Maximize extremely limited budget to
deliver national launch
• Every GT-R sold (200) before landing in
the country
• Purchase price $175,000

7. Event Campaign & Lead Generation
• Demystify blood and generate ongoing
donor commitment
• Build a travelling exhibition solution for all
national cities as well as smaller regional
footprint
• Encourage visitation and blood type
awareness
• Achieved 27,000 visits nationally +195%
• Test targets +158%
• Over 2.5 years of donation pledges in 11
hours

8. Pre & In Event Lead Generation
• Drive awareness of BMW bike range
• Generate Dealership traffic and test ride
enquiry
• Deliver fully integrated campaign within 4
weeks on small budget
• Achieved more test rides in 4 weeks
from campaign activity than the entire
previous year for Southgate BMW

9. In Show Visitor Activation
• Develop an exhibition theme for the
Australian Pharmacy Professional
Conference
• Drive engagement with brand
• Effectively capture data
• Draw on our newly developed Guild
proposition ‘advice that matters’
• A record 1,600 delegates visited the
stand with more than 2,500 pieces of
advice posted leading to over 120
meetings post the event

10. Display Activation
• Create a presence for launch in valuable
AB demographic high traffic areas - airport
• Capture prospect enquiry and drive sales
through purchase funnel
• Over 7,000 brochures taken
• Over 8,000 visitor interactions
• Over 56,000 kiosk navigations
• Average dwell time over 6 minutes
• Test Drives generated 78

11. Pre Event & In Show Visitor Activation
• Drive attendance to Australia largest
Franchise expo
• Ensure exhibitors extract maximum value
• Empower visitors to take control of their
working lives
• Pre-Registration 237% above target
• Across Syd, Per, Mel & Bri we increased
visitor by 89% in 2009 & a further 14.3%
in 2010
• $28m of sales leads generated
• 79.5% of visitors rated the event
successful or better
Winner - 2009 Most Innovative Marketing Campaign / Winner - 2010 Most Innovative Marketing Campaign /
Finalist – 2011 Most Innovative Marketing Campaign at the Exhibition & Event Australasia Awards 2009

12. Pre Event & In Show Visitor Activation
• Generate more leads and sales at Fitness
• Extend market appeal without losing
business value to visitors
• Even on an target increase of 6% Fuel
delivered a 22% return.
• Lifted trade numbers by over 200%
• Consumer visitors increased by more
than 76%
• Generated almost 20,000 visitors, a
number previously thought unattainable
for Fitness

13. Pre Event & In Show Visitor Activation
• Drive stand attendance
• Design & build a reusable stand
• Promote 4 different brands under the one
stand solution
• Achieved record attendance at stand
• Over 1,500 attendees entered stand
competition from newspaper wrap
• Over 3,000 oversized show bags used
promoting Symbion brand

14. Our Advantage
Fuel Event Activation

15. Our Advantage
Innovation & execution
focused on your ROI
Fuel is a campaign agency focused on ROI
We are experts at delivering leads through integrated campaign activity
We have the connections and experience to leverage your exhibition organisers and suppliers
Which is why we are the agency of choice across 8 of Australia largest business and consumer
events
And used for global event by clients including, BMW, Symbion Pharmaceutical, The Guild
Group, Moonlight Cinemas, Diversified Exhibitions, Australian Red Cross, Nissan Australia and
more.
With our data capture, management and reporting expertise we provide leads that are custom
prepared for your sales staff

16. Innovative Approach
• Integrated thinking
• Demonstrates connectivity and
outcome focus
• Simple to understand & sell in

17. Your Investment
Decide on the right fit
1. Unleaded 2. Regular 3. Hi Octane
• Campaign creative • Event campaign creative • Event campaign creative
• Integrated event • Integrated event • Integrated event
approach, strategy & planning approach, strategy & planning approach, strategy & planning
• In show campaigning • Pre event & in show • Stand design
• Database, Lead Management campaigning • Pre event & in show
& follow up • Database & Lead Capture campaigning
• Campaign Metrics Reporting • DM & eDM strategy, activity & • Database, Lead Management &
deployment follow up
• Microsite, registration • DM & eDM strategy, campaign
• Competition & creative
• Social Media campaigning • Media planning & management
• Campaign Metrics Reporting • Microsite, registration
• Competition
• Social Media campaigning
• Campaign Metrics Reporting
• $20k circa • $50k circa • $100k circa

18. Next Step
Want to:
1. Discover how leading exhibitors achieved results exceeding 200% of target
2. Triple your investment impact
3. Generate measured returns from your exhibition investment &
4. Sell more products to more customers more often
then a 30 min catch up with Fuel could be the best decision you make this year.
Call Fuel on +61 3 8415 8600 and let us show you how.

19. Increase Exhibition Return
• Discover how to be in the top 5% before you even bump in
• Use proven in-show activation to capture a huge portion of the visitor market
• Ensure your leads can be easily followed up by the sales team once the show is
done, and
• Create real, measurable returns from your investment in the exhibition
• If you’re hoping to generate leads at an exhibition this year then a 30 min
catch up with Fuel could be one of the best decisions you make in 2012.
Call Fuel on +61 3 8415 8600 and let us show you how.

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