Incosmetics Global: Lead Capture

Challenge: Review existing content capture strategy focused on feature zones and implement a show-wide content capture strategy.

Action: Devised a value proposition and technology implementation strategy around NFC badging and devices that delivered high levels of Exhibitor and Visitor adoption.

Result: Multiplied the number of leads captured and created a new revenue stream.

The incosmetics Global show is the premier event for cosmetics ingredients that alternates between Paris and Barcelona annually. This is where the industry meets to demonstrate and test new innovations in cosmetics ingredients and to discuss supply for the coming year.

An important part of the event for exhibitors and visitors were the 'feature zones' which are placed around the halls and comprise showcase cabinets for visitors to browse at their leisure. These are designed to be unattended by exhibitors to drive footfall to their stands. In previous years the event team had given the option for Exhibitors to tether a small badge scanning device to their exhibit for visitors to self-scan to receive information post-event.

An opportunity was identified by the Global Innovation Team in partnership with the local UK Digital Team to trial a new digital information capture technology which would make the delivery of self-scan more scalable and the data easier to collate. The solution consisted of hardware devices capable of scanning NFC chips added to the visitor badge, so that when the visitor taps the device, it beeps to confirm the successful capture of their ID to send information to at the end of the day.

Visitors would receive a daily 'trip report' of everything they collected automatically, with no manual compiling of data and mail-merge required. The system was linked directly to registration to allow the matching of content collected with the recipient's email address. Exhibitors can upload company or product descriptions and brochures for the visitors to collect as well as contact information for follow up.

The challenge for the team was in implementing changes to processes on a number of fronts simultaneously, which included adding an NFC pairing process to badge collection, an onboarding communication plan for Exhibitors pre-event and at-show to create content, and the onsite process of device collection by Exhibitors and support for placing them on their stands for best results.

The value proposition for Exhibitors was communicated as an easier way to distribute content, following the success of the self-scan devices in feature zones. The product would be offered FOC in year 1 to prove the value, after which there would be an optional charge for future events as standard in every contract. The Global Innovation team had already run an initial trial on another event and successfully proven customer engagement and captured positive feedback. The Global Innovation team then supported the vendor in onsite outreach to encourage adoption and usage.

A key success in the development of the value proposition was to flip the existing lead retrieval which was sold as a value add, to create an opt-out product built on the idea of enabling visitors the opportunity to collect digital content from anywhere at the event (and avoid limiting themselves in carrying paper brochures). Therefore the proportion of Exhibitors paying for the product increased fourfold to over 90% in the following year.

The context that made the product successful was important too. The idea of digital content collection had been established in the minds of Exhibitors and Visitors with the existing feature zone product. The Exhibitors were already offered lead scanning and this had an above average level of take-up, and the event team was willing to make an investment in proving the value of the product. 

The final element of success was the ability of the Global Innovation Team to collaborate with the vendor to assess the rich source of data from the show floor and to derive insights that would re-inforce the value to Exhibitors and provide intelligence about the show floor for sales and marketing.