We Developed an Objective-Driven Strategy and Data Capture Methods That Helped a Global Engineering Leader Exceed Their Warm Leads Goal by 308%
The Client
Sandvik is a global leader in high-tech engineering, providing solutions across manufacturing, mining and infrastructure. Their offerings are backed by significant R&D, deep customer insights and a commitment to sustainability.
Their Story
Sandvik combined three business units into a 207 sqm exhibition at IMARC 2024. Tradeshows of this size are a significant expense, and with long sales cycles, the team faced intense pressure from management to prove the value of tradeshows for their business (fair enough!).
The OSCAR Difference
Here’s a little secret – the value of a tradeshow is not just found in a money out/money in equation. There are many different ways to measure success.
If you define multiple goals across the full spectrum of a tradeshow, you can start to clearly see what’s working and what’s not.
But first you have to SET goals in order to track them...
OSCAR Services
Recognising the long sales cycles of Sandvik's products, we helped Sandvik set realistic, non-sales-focused goals and introduced metrics to track success in areas including:
- Leads
- Meetings
- VIP connections
- Reach
- Speaking opportunities
- Introductions to prospective new employees
We set up methods to track all these so they could clearly see where they did well and where improvement was needed. This way, we ensured they could see the value of their investment well before sales figures rolled in.
The Result
- Exceeded warm/hot leads goal by 308%
- Exceeded reach goal by 212.5%
- Doubled goal for prospective employees
But the greatest gain was their new process for gathering and making sense of their event data. With this strategy upgrade, they can really dial into what works and what doesn’t, so they can improve on their KPIs with each future tradeshow.
Trade shows are a huge expense for us and have been under scrutiny from management to show their value. We worked with Jess to develop systems to achieve this and achieved 308% more warm/hot leads than we hoped for. Overall, we are very happy with the deeper clarity around our attendance and look forward to continuing our new measurement standards with OSCAR at future events.
