Swish Events Case study

LOCATION:
Sydney Exhibition Center

TRADE SHOW:
Events Showcase Expo
(for the corporate events market)

CLIENT:
Swish Event Management

CLIENT OBJECTIVE:
Database & leads

CLIENT TESTIMONIAL:

CLIENT BRIEF:
Swish Events is an Event management company that organises events from small cocktail parties, conferences, to huge multi day events. They also do many many types of Themed events and team building events. At this expo they wanted to promote their pre-made themed events especially their poker nights.

CHALLENGES:

  1. Swish had 5 direct compeditors (event organisers) at the show, 1 was diagonally opposite us and 1 other company that 100% focused on poker night events
  2. There were back to back seminars throughout the day which limited the number of visitors walking around
  3. Many students were visiting with fake name badges (over 600) pretending to be event organisers for their assignments
  4. The problem with the events industry is the high turnover of staff, people move very fast and a database of customers can quickly be out of date a year later, so Swish needed both leads and an updated database

PREPARATION:
In order to get inside the heads of Swish, I visited the office to get an understanding of their culture, to get to know them personally, I also streamlined their core messaging to make it easier to communicate with time poor visitors, and taught techniques to qualify quickly and to find out if the visitor was student or not (because the students would pretend to be event organizers essentially wasting our time.

 

 

THE CORE MESSAGE GIVEN TO ME BY Swish:
Multi award winning Swish events can put on the perfect event for your staff Christmas party and team building events


THE SOLUTION:

working 2-3 times an hour 7 hours a day to build large crowds and communicate the message and the core difference between Swish and their competitors – for the 2 day show
quote from the Managing Director “Other stands had only 100 leads- with Welzman we generated over 600 leads”

As I worked the crowds – 1 staff member would walk around the crowd scanning name badges, and after each performance people would come into the stand to talk business with the sales staff generating a better quality lead

Scanned name badges went to a newsletter and social media site

PRE SHOW TRAINING

Having never exhibited before they needed to know the:

  1. psychology of the visitors and how they buy
  2. What to say word for word and how to qualify in 5 words to save time, and make sure they didn’t spend time talking to non customers (students)
  3. How to get rid of a non customer
  4. How to record data to generate real leads
  5. How to use body language at the stand to ensure professional image

 

FUTURE BOOKINGS

Swish has booked Welzman 4 more times and has secured a booking in 2012

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