Delivering an impactful trade show for a SaaS business

HR Duo are a SaaS provider of HR support and consultancy for SMEs. With their HQ in Ireland as part of a global expansion plan they have launched in the UK.

As part of the brand’s UK launch, HR Duo exhibited at one of the HR sector’s largest events, the Festival of Work in London. EBY were briefed to create the marketing support activity around the event, as well as manage the design and build of the stand.

The success of any event begins long before the doors open, and this was no different for HR Duo’s presence at the Festival of Work. Planning started months in advance, with a calendar of activities to build awareness of their attendance and ensure strong footfall at the stand. This support comprised several elements. Firstly, a series of blog posts were published before the event, showcasing the key topics to be discussed. Additionally, there was a targeted paid LinkedIn campaign, focusing on key decision-makers in the sector, as well as previous contacts and warm leads. EBY also secured a high-profile speaking slot for HR Duo’s CEO on the first day of the show, which was pre-promoted.

In preparation for the event, EBY managed the design and construction of the stand, allowing HR Duo to focus on supporting their clients and nurturing leads. This effort culminated on the opening day, with HR Duo’s team arriving at a fully prepared stand, complete with branded promotional items for prospects.

Throughout the event, live social media posts were created to encourage stand visits, drive footfall, and attract a large audience for the CEO’s speech.

Finally, the engagement didn’t stop post-event. Follow-up emails were sent to every attendee scanned at the stand, and a comprehensive round-up blog was created, forming part of HR Duo’s regular prospect email.

• Over 200 attendees at the CEO’s speaking session
• More than 2,000 engagements with social media and blog content
• Over 3,000 new contacts collected
• In excess of 95 live leads gathered