Helping Retail Insight generate 41 meetings worth a potential $4.5m (ACV) in pipeline at NRF’s Big Show, New York.
SITUATION
Retail Insight attended NRF (US) for the first time in Jan. It was a marquee event and with most of the leadership team attending, it was key their time was well spent.
Outside of brand awareness, the barometer of success was the number and quality of meetings throughout the show.
However, generating the right calibre of meetings is not a given. NRF brings a unique set of challenges:
SDR rinse and repeat outreach
Your SDR team is doing the same as a hundred other vendors, desperately trying to get a 2% response rate on emails that border on spam.
Relying on foot traffic
How are you standing out in a literal maze of stands, with no incentive for attendees to proactively visit you?
Lack of meeting space
Unlike the big Vegas shows have cafes, restaurants and bars across the casino floor, the Javits Center is very limited with a humble food court and a Satrbucks.
Happy hours and dinners
NRF has maxed out the agenda with their own sponsored activations, and you’re competing with Salesforce and Google spending £100,000+
SOLUTION
Executive events: Medium created a series of mini-events and activations around the show, focused on key thought leadership themes that complimented the agenda of the main show. We found this had dual impact - 1.) It helped get the right people to meet with Retail Insight 2.) it was great a talking point in outreach - 10 meetings were generated from this marquee event without the individuals actually registering.
Hyper-personalisation: We isolated 25 top accounts with the RI sales team. Collectively we conducted research across key individuals, earnings reports, annual reports, PR, social insights to create poignant research, served up in distinct and bold creative. This massively increased our engagement rate - giving us a whopping 14% reply rate across all contacts.
Thought leadership: With waste and green-retail a huge agenda item for NRF ‘23 we tied this back to Retail Insight’s IP. This dovetailed nicely into our exec events programme and provided a hero asset for the Sales team to work with during the event.
Proactivity: This cannot be ignored. It is great that there is such a senior audience at NRF, but it also brings the challenge of finding space in an execs diary! We work with a clients months in advance to ensure we get the right people to the right events before the competition. Through our community and historic data we know (with a high degree of confidence) who is coming so why wait for official lists.
Community: Medium is a community-centric Marketing partner. Most of us have been at NRF for the past 10 years and have deep rooted relationships with the retail and CPG space. We tap into this and our clients relationships to drive more strategic meetings and executive exchanges at large scale events.
The results:
0
meetings
$0
potential AVC
$0
Closed won revenue
WHAT OUR CLIENTS SAY
“The guys at Medium are creative and relentless. Their pursuit of our targets has been professional, slick and innovative, and the end result is some 40+ meetings worth in excess of $10m (TCV) in pipeline revenue”
