Case Study

Exhibition Strategy, Stand Design & Lead Gen

Selling Savvy – Sales Training for the Events Industry

1. The overview

Selling Savvy provides sales training and support to businesses within the events industry, helping teams strengthen their sales approach and generate better commercial results.

Having worked with Selling Savvy on their marketing since 2024, we identified an opportunity for the brand to build its presence at The Meetings Show 2026 and connect directly with their target market.

Together, we developed a co-branded exhibition presence that brought Selling Savvy’s sales expertise together with Let’s Grow’s strategic marketing support.

Our role went well beyond designing the stand. We planned and delivered activity before, during, and after the show, helping Selling Savvy attract the right audience, start valuable conversations, and turn its presence at the exhibition into a focused lead generation opportunity.

2. The challenge

Exhibiting at a major industry event requires more than simply turning up with a well-designed stand.

The objective was to make Selling Savvy visible before the show, create an engaging experience across the two days, and give the team a structured way to continue conversations afterwards.

The stand also needed to communicate two complementary businesses without confusing the message. Selling Savvy needed to remain the dominant brand while demonstrating how its sales expertise could work alongside Let’s Grow’s marketing support for event businesses.

Our activity therefore needed to:

  • Build awareness ahead of The Meetings Show
  • Encourage relevant prospects to visit the stand
  • Create an engaging experience that would start conversations
  • Capture contact details from potential clients
  • Clearly communicate the combined sales and marketing proposition
  • Follow up with prospects after the event
  • Generate new opportunities for both Selling Savvy and Let’s Grow

Rather than treating the exhibition as an isolated two-day activity, we approached it as a complete campaign.

3. Our approach – from pre-show marketing to post-show follow-up

Our longstanding relationship with Selling Savvy meant we already had a strong understanding of the business, its audience, and its commercial objectives.

The opportunity to exhibit came from our ongoing strategic marketing discussions. With Selling Savvy speaking at the show and having an established partnership with the Meetings Industry Association (MIA), The Meetings Show provided a strong opportunity to increase the brand’s visibility and engage potential clients face to face.

Let’s Grow developed the marketing strategy and delivered the supporting activity across the full exhibition cycle.

Before the show, we created email campaigns and social media content to build awareness and encourage engagement. We also used The Meetings Show networking platform to proactively reach out to relevant prospects ahead of the event.

At the show, the focus shifted to engagement. We designed the co-branded exhibition stand, with Selling Savvy taking the lead visually while Let’s Grow’s complementary marketing proposition was incorporated into the overall messaging.

To encourage visitors to stop and engage, the stand featured a spin-the-wheel competition with prizes including champagne and complimentary sales and marketing audits.

Data scanners allowed the team to capture new contacts efficiently, while members of both Selling Savvy and Let’s Grow proactively engaged visitors throughout the two days. The Let’s Grow team also helped man the stand, representing both brands and supporting conversations with prospects.

After the show, we continued the campaign through social media activity and targeted email sequences, giving new contacts a clear opportunity to continue the conversation and book a discovery call.

This joined-up approach ensured the investment in exhibiting was supported by marketing before, during and after the event rather than relying solely on footfall over the two days.

4. The solution

  • Exhibition marketing strategy and campaign planning
  • Co-branded stand concept and design
  • Stand messaging and graphics
  • Pre-event email marketing
  • Pre-event social media content
  • Prospect outreach through The Meetings Show networking platform
  • Spin-the-wheel visitor engagement concept
  • Competition prizes, including sales and marketing audits
  • Contact capture using data scanners
  • On-stand support throughout the exhibition
  • Proactive prospect engagement during the show
  • Post-event social media activity
  • Targeted follow-up email sequences
  • Discovery call opportunities for engaged prospects

5. The results

The stand generated strong engagement across both days of The Meetings Show, combining a high-visibility location with an interactive visitor experience and proactive conversations from the team.

  • 50+ New contacts captured for Selling Savvy
  • Strong engagement with event venues, hotels, and event businesses
  • New conversations and potential sales opportunities
  • Positive feedback from the Selling Savvy team
  • A database of relevant contacts for structured post-show follow-up

”Let’s Grow was instrumental in the success of our exhibition stand at The Meetings Show. They not only designed and promoted the stand, but they also manned the stand and generated some really good leads from hotels, venues, and event businesses.

Louisa RitchieDirector