Warming up 33% of high value leads before the trade show

Summary

AIM is a tech company from northern Sweden, working in orthopaedics among other fields, with huge potential. Ahead of a push into the US, I warmed up attendees and companies before the OMTEC trade show in Chicago, so a brand nobody knew was already top of mind when they met the team in person.

33%

Of leads reached by paid ads

11%

Organic LinkedIn engagement

Multiple

Touchpoints per account

The challenge

AIM and three key people were heading to OMTEC in Chicago as a first step into the US market. As a completely new player there, nobody at the show knew who they were. The goal was to change that before the doors even opened.

The approach

Part of the strategy was to warm up attendees and companies going to the show with information about AIM and their presence at OMTEC. The ad mix combined generic ads with thought leadership ads featuring AIM's own key people. By showing up for a period before the show, we built a presence, became top of mind and warmed up an audience that had never heard of AIM.

The outcome

At the show, this meant more conversations at AIM's booth and strong engagement from several of the high value leads that came in. 33% of the leads from the show had been reached by our paid ads before and during the event, and 11% engaged organically with AIM's LinkedIn page the same month. We were a touchpoint at several stages of the journey: establishing a presence in a new market, even on a small scale, cementing it on site, and helping close leads. And these touchpoints were not just visibility towards selected companies, but real engagement and interactions with AIM.

This was a very successful campaign that created high business value for AIM, and the start of a deeper collaboration.