Struggling to Sell Exhibitor Stands
Arnold Sports Festival UK is one of the country’s premier sports and fitness events, bringing together athletes, brands and industry professionals. But despite the scale and prestige of the event, they were struggling to convert businesses into exhibitors — a critical revenue stream for the festival.
The challenge wasn’t lack of awareness of the event itself — it was reaching the right decision-makers at brands in the sports, nutrition, health and fitness sectors and communicating the commercial opportunity clearly enough to drive action.
Awareness, Acquisition and Remarketing on LinkedIn
I identified LinkedIn as the ideal channel to reach brand managers, marketing directors and commercial leads at relevant businesses — the exact decision-makers who would sign off on exhibitor stand bookings.
The strategy was built in three stages. First, I created video ads to build awareness of the commercial opportunity amongst targeted audiences in the sports, nutrition, health and fitness sectors. I then retargeted users who had engaged with the video content with static ads. Finally, I served lead generation forms directly on LinkedIn to capture interest from warm prospects without friction.
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LinkedIn video ads targeting key decision-makers in sports, nutrition and fitness
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Retargeting based on video view engagement with static ads
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LinkedIn lead generation forms to capture warm prospect details
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Full-funnel strategy: awareness → acquisition → remarketing
95% Capacity. Four Weeks Early.
The campaign delivered a significant increase in qualified leads for the sales team, and exhibitor capacity reached 95% a full four weeks before the deadline.
Crucially, the strategy converted well-known brands into exhibitors — a result that will have a positive commercial impact on future events.