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Sweet success with a 208% increase in engagement at Marketing Week Live

Nimlok MWL case study

Nimlok Stand, 18sqm, bespoke hire at Marketing Week Live, Olympia Central, London, 27-28th April 2016

The Challenge

This year, with the addition of our brand new in-house engagement team, our main objective was to use the Marketing Week Live platform to showcase what we at Nimlok can deliver in the engagement stakes. We wanted to develop a fun, interactive on-stand game to provide a truly memorable experience whilst also demonstrating to the show audience that working with Nimlok delivers much more than an attractive stand.

We also wanted to reflect our ability to create and convey innovative and engaging exhibiting campaigns via our own show campaign message.
Finally, as in previous years, we needed to utilise the show to generate valuable sales leads and this objective was key for us as a measurement of ROI.

Our response

We created our Nimlok campaign story – ‘Amplify your message, Magnify your brand and Deliver memorable experiences’ – a story telling visitors the 360 degree approach Nimlok undertakes to produce the best results for our customers. It also helped us to explain how our capabilities such as hire architecture, creative engagement and content can deliver the three pillars of our campaign message to our clients.

Our head of digital engagement, Rob Newell, developed a fast-paced memory game putting into action the ‘Deliver memorable experiences’ part of our exhibiting campaign. Players were asked to memorise five retro sweet brands in 2 seconds, then recall them in the fastest time by scanning them through to a sweet jar. Each game player received a branded bag of retro sweets whilst every one in ten players who received a special ‘golden ticket’ during the game received a jar of sweets. Finally two lucky players were randomly selected to win tickets to see the new West End musical Charlie and the Chocolate Factory – an enduring memorable experience.

Pre-show content was created to whet the appetite of visitors, in the form of a blog post and two e-blasts, and a full pre-show, during and post-show social media campaign ran to raise awareness of our presence at Marketing Week Live and drive traffic to our stand. The show app was used to collect qualified leads and a follow up ‘It was sweet to meet you’ email was sent to thank those that visited our stand the day after the show closed.

The results

We generated a 33% increase in leads compared to the year before, across the two day event. 26 of those leads were confirmed appointments. Our most successful game yet saw record breaking engagement levels as the amount of visitors playing our game increased by 208%. The exciting and competitive nature of the game saw players trying to beat their colleague’s scores and created a brilliant spectacle that even saw crowds gathering in the aisles.

Play our Sweet Memories game

“Marketing Week Live 2016 was a resounding success. By clever promotion and adherence to our own campaign theme we illustrated how Nimlok can ‘Amplify, Magnify and Deliver’ success for exhibiting clients.

The queues to play our ‘Sweet Memories’ game spoke volumes about the added value of engaging digital content on stand.

I hope our presence at the show demonstrated how we could help others achieve the same level of engagement and ROI from B2B events.”

Melanie Wills, Marketing Manager