Case Study · SaaS & Events
EXPO-IP makes a new trade fair format tangible for exhibitors
EXPO-IP runs a platform for virtual and hybrid trade fairs, conferences and showrooms, hosted on German servers. For many exhibitors, the digital trade fair is a new format. When you sell a new format, the best explanation wins.
I'll show you where your shop loses buyers.
A new format sells through understanding
Exhibitors have a fixed picture of what a trade fair is: a stand, passing visitors, conversations on site. A digital trade fair widens that picture. Before an exhibitor thinks about cost, they want to understand what they get and how the fair day will work for them. Many are experiencing a digital event for the first time.
So a product like this is above all a job of explaining, and that can be tackled head on. The advertising sparks curiosity, the landing page answers the open questions. The landing page does most of the persuading. When both tell the same story, the prospect stays with you until they get in touch. With a format they are only just getting to know, that consistency makes the difference.
Ads and landing page as a single unit
We set up lead generation around a specific digital trade fair. A real date makes the format more tangible than any general description and gives exhibitors a reason to decide now. We planned the ads and landing page as one unit, with the same message and the same language.
Above all, we tested which argument reaches exhibitors. In the running were reach, cost and predictability. Each speaks to a different concern. One exhibitor wonders whether enough visitors will come. Another works through the budget, a third mainly wants to know what they can plan around. The results fed straight back into the ads and landing page, so both give the same answer. We ran the campaigns together with a paid social partner.
New formats win with the right argument
If you are selling something new, we think it is best to find out early which argument lands with customers. Your own favourite reason is often not the customer's, and a test shows that quickly. A concrete event helps, because it makes an abstract product tangible. Plan and test the ad and the landing page together. That way every click becomes a chance of a conversation, especially with prospects meeting the new format for the first time.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.