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Delightree / Events

A trade show that paid for itself many times over

I owned our flagship presence at the industry's largest trade show and turned a major event spend into a measurable pipeline engine, not just a booth and a stack of badge scans.

Role

Marketing Lead

Event

IFA, the industry's largest show

Scope

Strategy, booth, content, events

Trade show booth with a large LED video wall

Outcomes

10:1pipeline-to-spend Hundredsof qualified event leads Repeatableevent playbook

The challenge

Big-ticket trade shows are easy to overspend on and notoriously hard to measure. The goal was to make the largest show of the year pay for itself several times over, with pipeline you could actually trace back to the booth.

What I did

  • Designed an end-to-end show strategy: keynote sponsorship, a 20-ft video wall, an interactive booth game, and an off-site networking event.
  • Built lead capture and follow-up so every contact was tracked, scored, and routed to sales, not left on a scanner.
  • Tied the entire program back to pipeline and revenue, so the show could be judged on outcomes, not foot traffic.

The result

The show returned 10:1 pipeline-to-spend and hundreds of qualified leads, and left behind a repeatable playbook for turning events from a cost center into a predictable source of pipeline.

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