Case studyFamily-run fuel businessBirmingham NEC and the Ploughing

From pen and paper to 94% captured.

Same business. Two events. The difference was a plan.

Event one: nothing planned.

A family-run fuel business took a stand at the Birmingham NEC trade show. No plan. Leads went on pen and paper. Halfway through the day I made a personal QR code because it was easier. It helped, but it wasn't perfect.

The result: about 50 leads, and only half replied to the follow-up.

Event two: everything planned.

Next came the Ploughing Championships, Ireland's biggest outdoor show. About 225,500 people came through over three days. This time we set it all up before the doors opened:

One iPad and one laptop on the stand
QR codes printed on everything, so people could sign up themselves
Every lead's name, email, county, fuel preference, whether they heat with a stove or fireplace, and whether they also use oil or gas
A follow-up planned and scheduled in advance
Posts before and after the event to build awareness
Every customer added to a pipeline

Three people on the stand, trained on it beforehand.

The result.

2250people visited the stand, out of about 225,500 at the show.

94%of leads captured on the day.

100%of leads followed up within 48 hours of the day they attended.

67%of stand visitors bought or pre-ordered on the day.

9xreturn on the full cost of the stand: running costs, wages and show expenses.

76%of the people who bought on the day bought again after the show.

What happened next.

The owner was shocked and impressed by the results, and brought us back for more work.

Planning is the whole difference. The same business, the same kind of event, and a very different outcome.

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