Skip to main content
Free UK shipping over £75 · two to four working days to production
Brand and design

A Berlin agency rebuilt its trade-show giveaway tier ladder around real conversion

Replaced a flat £8 per attendee event-gift line with a three-tier ladder driven by lead qualification. Booth converted at three times the prior rate.

Customer: A 35-person EU brand agency (anonymised)

Events per year
6
Drive-by spend
£0.80 each
Mid-tier swap-for-email
£11 each
Top-tier qualified-lead gift
£42 each

The challenge

A flat £8 per attendee giveaway across six European trade shows. The giveaway was getting taken, but the booth was not converting; the budget was leaking on visitors with no buying intent.

The brief

The agency was spending £8 per attendee on a single mid-tier giveaway across six European trade shows a year. Their data showed the giveaway was getting taken but not converting; budget was leaking on visitors with no buying intent. They wanted three tiers: a low-cost qualifying item, a mid-tier wearable for email opt-in, and a top-tier hand-off for a qualified lead.

The approach

  1. Audited the prior twelve months of booth data. Foot traffic to scheduled call was 4 percent against a target of 10 percent.
  2. Designed a three tier ladder: a £0.80 drive by qualifier, an £11 mid tier swap for email, a £42 top tier qualified lead gift.
  3. Set a per event quantity model: 800 qualifiers, 200 mid tier, 40 top tier. Refined per show based on prior attendee count.
  4. Built a printed lead qualification rubric for the booth team so the top tier gift only leaves with a qualified contact.
  5. Wired a follow up email sequence to the mid tier email opt in, with a meeting booking link landing the next morning.

The kit

  • Kiss-cut sticker pack and A6 postcards (drive-by)
  • Heavy canvas tote and enamel mug (swap-for-email)
  • Felt laptop sleeve with letterpress card (qualified-lead)

“Three tiers, one ladder. The qualified leads now get something they will keep; the drive bys get a sticker. The budget went down and the meetings went up.”

Head of Growth, A 35-person EU brand agency (anonymised)

The outcome

Per-event spend dropped 22 percent. Lead qualification rate from booth visit to scheduled call rose from 4 percent to 12 percent across the next three events. The agency now runs the same ladder shape at every event, with the ratios tuned per venue.

Deliverables

  • Three tier event kit ladder with per show quantity model.
  • Workspace with the six target shows in the calendar and per show quantity caps.
  • Brand colour matched canvas tote and enamel mug at the mid tier.
  • Letterpress card paired with a felt laptop sleeve at the top tier.
  • Printed lead qualification rubric for the booth team.
  • Follow up email sequence wired to the mid tier email opt in.

Companion playbook: Read the post →

Book a discovery callRequest a sample kit