Missed meetings rebooked and walk-ups caught across a multi-day cold-chain logistics congress
The stand team booked meetings ahead of the congress, then lost track once the show began. An on-floor meeting desk and a post-show pipeline review keep the plan working.
- Challenge
Booked meetings slipped, no-shows went unchased and target delegates passed the stand unnoticed.
- Approach
Curated targets and pre-show outreach, then an on-ground meeting desk and account-level pipeline review.
- Result
Every target account tracked from booking to a post-show pipeline decision.
The situation
Specialty logistics providers often exhibit at multi-day cold-chain congresses attended by trial sponsors' logistics and outsourcing teams. Booked meetings slip as delegates' agendas change, and nobody on a busy stand has time to chase a no-show. Target delegates ask sharp questions in sessions, then leave without visiting. The provider pays for stand, crew and travel, yet cannot tell sales which target accounts moved.
The question that mattered
How does the provider keep its meeting plan alive across the congress, and know afterwards which target accounts moved?
What we did
- 1
Curate targets and book ahead
Build the list from speaker and delegate data, kept to trial sponsors with a live trigger: a third-party logistics tender under way, or trial sites registered in a new region. Request meetings with clinical trial logistics leads, trade compliance and outsourcing managers.
- 2
Run the meeting desk
Staff an on-ground desk that confirms the day's meetings each morning, moves slots when agendas change and rebooks no-shows before the congress closes.
- 3
Catch walk-up targets in sessions
Spot target delegates who speak or ask questions in sessions, alert the stand team and arrange a short conversation at the next break.
- 4
Review pipeline by account
Log every conversation against its account, then run a review with sales that decides, per target account, to open an opportunity, schedule a follow-up or park it with a reason.
What we delivered
The evidence and working documents the team kept.
- Curated target list with tender and new-region triggers
- Target card per account: trigger, contact and opening question
- Daily meeting-desk tracker: held, moved, no-show and rebooked
- Walk-up alert log from sessions and panels
- Post-show pipeline review pack by account
The outcome
No-shows
rebooked from the desk while the congress is still running
Stand staff
approach target delegates flagged from the session floor
Sales leadership
decides open, follow up or park for every target account
The next booking decision
based on the accounts this congress moved
Sales leaves the review knowing which target accounts the congress moved, and who owns each next step.
What changed in the GTM motion
Each exhibited event now has a meeting-desk role on the stand rota and an account-level pipeline review booked for the week after. A target account counts as covered only when its meeting is held or rebooked.
Services in this programme
Case studies
More programmes like this
Staffing a stand for days with nobody running the meeting plan?
Tell us where it is stuck. A founder replies within one working day.