Working an exhibition floor properly
IT services and AI · Ahmedabad and Mumbai
Client: Bombay Softwares
Sector: IT services and AI · Ahmedabad and Mumbai
Scope: Exhibition strategy · On-floor representation · Follow-up
The situation
Exhibitions are the highest-intent channel in Indian IT services and the one most firms run badly. The stand gets booked, four people fly out, and everyone returns to a stack of business cards that nobody follows up because they went straight back into delivery.
Bombay Softwares had the product story — an established services business with a genuine AI practice. The question was how to convert a floor full of people into conversations worth having afterwards.
What I actually did
Pre-show targeting
Worked the exhibitor and attendee lists before travelling, so meetings were booked rather than hoped for.
A pitch built for a noisy room
Tightened the opening so a passing visitor could tell in fifteen seconds whether this was relevant to them — the only thing that matters on a busy floor.
Representation on the stand
Present for the run of the show, qualifying properly rather than collecting cards, and capturing context on every conversation.
Follow-up in the fortnight that counts
A sequenced follow-up with context attached to each name, run while the conversation was still warm.
What changed
- Conversations that could be picked up afterwards, with context, rather than a card pile.
- A repeatable pre-show and post-show routine.
Other case studies
Facing something similar?
Thirty minutes, no pitch. I'll tell you honestly whether I'm the right person for it.
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