CASCase study
Three Vivatech shows: leaving with meetings, not a pile of badges
Representing Tinycoaching at Vivatech, three editions. A show where thousands of visitors walk past a stand in two days, and where almost everyone leaves with a contact list that goes cold in a spreadsheet for three weeks.
The constraint The value of a trade show is not created during the show, it is created in the 72 hours after it. Which is exactly when the team is drained, travelling, and nobody has time to follow up properly.
How it ran
- Setting up upstream: arrival logistics, shipping, building the stand and getting the team in place.
- Preparing the stand pitch before leaving: who we want to catch, the opening question, the two-minute demo, and what we deliberately do not try to sell standing up.
- Capturing leads on the spot, in a form wired to the CRM rather than on a notepad or a badge scan that will have to be retyped.
- Qualifying at the moment of capture: the field that matters is the need expressed, not the job title printed on the badge.
- An email sequence written and loaded BEFORE the show, triggered automatically on capture: first message the same evening, while the face and the conversation are still fresh.
- The sequence does not push a brochure, it asks for a slot. The single objective is a meeting within the following week, not an email open.
Outcome
- Three Vivatech editions run for Tinycoaching, from logistics and build to the sales follow-up.
- Show leads enter the CRM qualified and already in sequence, instead of waiting for manual re-entry.
- The follow-up goes out the same evening, not three weeks later.
What I take from itA trade show is won before and after, almost never during. The only work that changes the outcome is what you do the day before: the sequence written in advance and wired to the capture form. On site, all that is left is talking to people, which is the part I enjoy.