Uform
KBB Birmingham
Factsheet
Stand Size
Large
Exhibiting Frequency
1-3 shows annually
Location
UK
Show Objectives
Brand Awareness
Brand Education
Engagement Used
Responsive Devices
Stand Interaction
Engagement
The Brief
Facilitate successful post-show follow up to maximise event sales.
Uform are a provider of kitchen doors to the retail and design trade. With huge footfall almost guaranteed at KBB, their CEO strongly believes successful post show follow up is the key to sales conversions from the event.
Our Response
Clever design created a controlled journey through the stand. Our design created a choreographed flow through the zoned stand which reflected future kitchen trends. This improved the quality of interaction with each visitor, while window sections on the pitch perimeter created intrigue for passing visitors.
Bespoke visitor registration to ensure follow up.The controlled journey enabled each visitor to be personally greeted and issued with a unique clever ‘tap in’ registration card on a branded lanyard.
The show database system was linked and had active integrations to Uform’s CRM platfom. Visitors details were matched to existing customers and new contacts were added as they registered on-stand. To expedite the registration process, 5000 customer records were uploaded pre-show.
Once registered, the tap-in cards were used with interactive smart stations positioned at the entrance, exit and throughout the stand journey. The stations conveyed quick delivery of digital product info and sample selection requests and allowed visitors to register their interest in a product with a single tap of their card. The Uform event team and sales staff used the smart stations as conversation prompts and as part of their qualification process.
The interactive system sent personalised follow up emails straight after checkout, instigating the show follow up and making light work of data capture from the event.
Nimlok’s bespoke hire solution minimised expenditure on a large stand. With KBB only occurring every 2 years, a traditional custom-built stand would have incurred huge single-use fabrication costs and generated vast material waste. Our team created a hired structure which had no solid walls and utilised giant fabric graphics attached to a hired modular framework. To increase installation speed, kitchen units were mounted on hidden pattresses, concealed behind the fabric.
The huge stand with its integrated technology would have been impossible using traditional methods as a custom build would have demanded a disproportionately high investment for a one-off event appearance. With the money saved from using Nimlok’s Bespoke Hire offering, Uform were able to commission the unique stand engagement tech.
The Results
631 unique visitors provided over 100 hours of active brand time for Uform. Our controlled journey saw 5,101 tap-ins throughout the journey, showing high levels of engagement as visitors went through the carefully choreographed experience.
Event objectives of engaging as many visitors as possible and facilitating targeted show follow up were not only hit but Uform was delighted with the results and their expectations exceeded.
