MAXIMIZING NEW BUSINESS OPPORTUNITIES GENERATED FROM MOBILE WOLRD CONGRESS (GSMA)

When the leading independent providers of subscriber-centric networks to communications service providers faced the challenge of maximizing their ROI from the Mobile World Congress trade show, ELEVATE delivered - by filling the diaries of their sales team with qualified appointments.

CHALLENGE

ELEVATE’s client intended Mobile World Congress to be their flagship event of the year. They needed to make sure that they reaped the maximum benefit - and revenue - from it. The real challenge was how to achieve this without diverting their sales team’s attention away from their existing day-to-day marketing and pipeline development activities.

The client’s goal was to achieve more than just shaking the hands of existing clients - they wanted to penetrate their key target accounts. They also wanted the event to run as smoothly as possible. They knew that in previous years, executives’ busy schedules often led to appointments being forgotten or missed, they wanted to minimize this drop-out rate.

ELEVATE’s challenge was to make this year’s Mobile World Congress more successful than previous years, both by generating greatest efficiencies from the activities the client’s internal sales team were needed to concentrate on, and from driving maximum revenues from meetings held at the event.

SOLUTION

Employing their 15 years’ experience of working in the telecoms and high-tech industries, ELEVATE prepared a bespoke, detailed plan based on their highly successful, thoroughly-proven Lead Optimization methodology for trade shows such as Mobile World Congress.

The solution involved:

• A Data Transformation project to source a list of relevant attendees at Mobile World Congress, compare it to the client contact data held in the client’s database and fill in the gaps.
• Implementation of strict processes to directly enter information into the clients Siebel CRM platform.
• Coding, execution and tracking of initial and ongoing email invitations.
• Arranging meetings with senior-level decision makers at pre-arranged times at the event.
• Conducting pre-event confirmations.
• Sending text and telephone appointment reminders during the event.
• Providing a full diary management and re-arrangement service.

RESULTS

The campaign was a recognized success in multiple ways: it helped to promote the client’s brand awareness amongst their key target accounts, a high value list of target contacts was generated for this and future campaigns and the business development activity opened doors to several new million-dollar opportunities.

Specific results included:

• 28 well-qualified trade show appointments set.
• Four post-show teleconferences arranged
• A highly accurate and up-to-date list of 150 key contacts was built - and proved valuable in future campaigns. These targeted campaigns allow the right message to reach the right people, first time, without costly campaign resends
• New business opportunities won directly from the trade show, delivered ROI that would have covered the investment with ELEVATE 100’s of times over.

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