A couple of years ago we realised that despite the best efforts of a large number of pretty models staffing exhibition stands, many firms fail to generate the leads they should be from their exhibition investments, leaving a great deal of money on the table.

At Route-to-Market we develop hunters who don`t wait for people to talk to them but actively engage with them. I`m sure you`ve been to an exhibition where an attractive stand member has said hi to you, you`ve said hi back and that`s been it, apart from the occasional `can I scan your badge?` That in itself is a pointless investment, the reader to do this usually costs more than buying the whole attendee list from the organisers, and as most of the people have only had the conversation so they chat up a hottie the leads can be quite useless.

To give you an idea of what Route-to-Market can do, we were booked in October 2008 by a client who wanted us for the second day of a two day exhibition.  They called us up on the day and told us not to bother. The previous day had been `dead` and this one was the same. The three-strong Route-to-Market team were already en-route though, so we went along anyway. Within one hour of arriving we had beaten their entire number of leads from the previous day!

HOW?

It boils down to confidence and self belief. The same team members that we send to exhibitions spend most days battling London`s toughest gatekeepers, and winning! An exhibition is a piece of cake in comparison. We found it hilarious on that occasion when the competitors opposite had a group of beautifully manicured models standing on their stand. That`s literally what they were doing. Standing there with clipboards, waiting for people to come and talk to them. Guess what? They didn`t!

With our honed hunter instincts we stood in the middle of the gangway watching for badges of interest. When we spotted one we engaged in conversation, even when it meant walking on with them. In most cases we got them to the stand. We also handed out apples, oranges, and complimented people`s clothes, which though it sounds cheesy, got us conversations, leads, and ultimately revenues for our client. Some people don`t show their badge or it`s turned round the wrong way. Whilst most avoid we find it to be the best conversation starter! "Hello Mr. Sponsored by Autoglass!". We even turned ourselves into a dating service. A prospect we had found commented on the good looks of a model on another stand. One fearless R2M staffer went up to her, pointed at our prospect and secured her phone number. Never let it be said that we aren`t versatile!

You`ve probably been one of the people (I`m sure we all have) in a rush and trying to avoid people like us on exhibition stands. At a conference in Feburary 2008 we spotted an *ideal* badge. The most ideal we had seen all day. Others saw him too and he was being approached left right and centre. As he walked away briskly we walked with him, he said he was going to get a sandwich, so we bought it for him. That £3.95 spent at Earls Court was a good investment. Despite his protestations that he wasn`t in the market, including on our first three calls to him following the Conference we eventually secured the meeting, and he`s now on his third contract with our client.

Some call this pushy. We call it 2-3 short days, £5,000-£20,000 of stand costs, and a waste of money if every valid prospect isn`t pursued.

There`s method to this. When R2M provides exhibition staff the prospects met are called the next day, sometimes even the same day. Whilst competing stands will typically call them within 14 days, we are on it immediately, feeding the data straight to our calling-centre so that we get in first and our client gets the meeting before the prospect is deluged and becomes immune.

If you want us to make your exhibition investment worthwhile call 0207 993 4374

What our customers say ...

Just passed £600,000 of orders from the telemarketing. Well done!

CEO, South London software firm

You are Fantastic!

Lloyds Insurance Broker (following £500,000 of new quotes generated in one day!)

The Quality of the meetings is excellent

UK Managing Director, Global Management Training Firm

We`ve taken on two new staff to deal with the business you`ve brought in

Director, Start-up company brought 23 new prospects by R2M in a fortnight

Thanks for getting us the National Grid!

Director, North London Events Company

Whatever you are doing please keep doing it, as you are hitting the right spot.

Consulting Firm, Hertfordshire

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