How a Market Research Company Increased Opportunities by 150% at Quirks New York
Executive Summary:
Voxpopme, a leader in video survey technology, partnered with Engagify to up their trade show strategy at Quirks New York, which is arguably the premier market research conference. More specifically, their collaboration centered around revitalizing booth presence, increasing lead generation, and improving overall attendee engagement.
Results Snapshot:
- Increase Potential Revenue from the Total Available Market: Voxpopme’s opportunity revenue share increased from 55k in 2023 to 247k in 2024, a 3.5x growth in potential market capture.
- Improved Lead Generation: Voxpopme saw a 53% increase in quantity along with improved quality of leads compared to the previous year.
- Better Booth Design: A strategic booth redesign and the addition of interactive elements optimized visitor engagement. This played into the flow of traffic through improved visitor experience.
- Improved Team Performance and Morale: Engagify’s approach boosted both the team’s energy levels and how effective they were engaging attendees.
- Lasting Business Impact: The success at Quirks New York has led Voxpopme to integrate Engagify into their strategy for future trade shows, setting a new benchmark for their event outcomes.
“We saw a shift not just in the booth dynamics, but in our entire team’s approach to engaging with potential leads. Engagify was instrumental in transforming our trade show strategy.”
— Miguel Palma, VP of Marketing at Voxpopme
The Client: Voxpopme
Voxpopme is a video survey platform that provides an innovative way for companies to gather and analyze consumer feedback. Their platform is trusted by global brands such as McDonald’s, Unilever, and Nestle.
Voxpopme’s solutions provide brands with video-based surveys that deliver rich, qualitative insights at the same speed as quantitative methods. This allows businesses to leverage data at a much higher level, gain more insightful market research, and execute more effective customer engagement strategies.
Miguel Palma is the Vice President of Marketing at Voxpopme, where he’s tasked with steering the company’s marketing strategies and presence in the market research industry. His background in marketing and business development have gifted Miguel with a wealth of experience in his industry as well as with trade shows.
At Quirks New York, Miguel planned to use Engagify’s innovative approach to engaging attendees and converting them into leads to transform Voxpopme’s presence and impact.
The Conference: Quirks New York – Javits Center, New York City
Quirks New York is a market research conference held annually at the Javits Center. It attracts some of the largest most well-known brands’ market research teams. These professionals attend to discover the latest tactics and technologies in their respective industries.
With such a dense concentration of Voxpopme’s target audience in one place, every interaction at the event has the potential for substantial opportunities.
The Problem With Previous Booth Setups
Despite Voxpopme’s strong industry presence, their past spends of $250K for 20×20 booths only yielded what Miguel described as “adequate” results. He knew they could do better.
This year, the conference was completely sold out with between 1,000 and 1,500 attendees. While this number is not as large as one might expect of a major industry conference, roughly 80% of those attending qualified as Voxpopme’s target audience.
Additionally, Voxpopme was investing in only a 10×10 booth this time around, which led them to reevaluate their approach completely.
In the past, the problem was that their booth was regularly passed by, which Miguel ascertained, was due to a lack of interactive elements and visual appeal.
“When you have a successful booth, it almost feels like all of the other exhibitors aren’t even there. And there’s just a certain gravity, a certain pull that happens.”
However, the challenge was not just attracting attendees but keeping them engaged long enough to communicate Voxpopme’s value proposition, qualify them, and potentially convert them into leads.
A New Strategy with Engagify
With Engagify’s help, Voxpopme introduced several new attractions, including interactive demos and engaging presentations that were strategically positioned to optimize visitor flow and interaction time.
Not only did this help tremendously with alleviating bottlenecks, but it resulted in a significant increase in the quality of the leads they were able to interact with.
Speaking Like a Pro
The partnership with Engagify marked a pivotal moment for Voxpopme and their time at Quirks New York. While Engagify is well-known for their showmanship and dynamic engagement techniques, Miguel recognized an impressive and professional-level of public speaking skills that played a big part in captivating large crowds.
“These are professionally trained public speakers…it’s not about yelling. It’s not about bothering people. It’s about being a captivating public speaker. When I saw Engagify, I saw them as a group of professional public speakers who were gonna help us increase engagement, but not through some sort of gimmick, but actually through the way they communicated, the professionalism, the energy that they brought to the surface.”
Speaking clearly with a powerful presence, but without coming off as obtrusive, Engagify’s Infotainers drew attendees into the booth with a masterful flair. This initial attraction was crucial in setting the appropriate tone, as it primed attendees for a deeper, more personal level of engagement with Miguel’s team and the booth’s offerings.
Redesigning Booth Flow and Engagement
More captivating presentations result in more foot traffic. To effectively manage each swell of attendees, Miguel and Engagify implemented 2 key tactical changes:
- New demo booths were strategically placed for better flow and movement through the booth.
- Stations were designed to provide more interactive experiences and personalized attention for each visitor.
This restructuring would be essential for maintaining engagement levels throughout the event and giving each interaction the best possible chance to qualify leads.
Energizing the Team
Engagify brings an X-factor to your booth and people. For Miguel’s team, witnessing the Infotainer’s proactive attitude and energy inspired staff to adopt a similar mindset.
This shift, while not instantaneous, was instrumental in transforming the team’s interaction with attendees.
“When you see someone professionally performing, it gives you the permission or the license to perform yourself…when you see the Engagify person next to you…there’s like sweat dropping from his forehead because he’s working hard, it gives you the permission to also do the same. You stop caring about what people are thinking about you. And then you start participating in the magic show and you start bringing people in.”
Adopting a highly energized and proactive attitude allowed Miguel’s team to better capitalize on the initial interest generated by Engagify, and nurture it into meaningful conversations.
Miguel’s Advice for Achieving a Meaningful Return on Trade Shows
“I’m allergic to giving gimmicks, you know like people that give out lobster rolls and free iPhones or free air pods. It’s the wrong incentive. It’ll get people to engage with your booth, but they’re not engaging for the right reason. They’re just there to win the Rolex watch. They don’t really care about what you do.
I would say 30 to 40% of the booths at any show are like this.
And then just imagine…you finish, you come home from your event, you fire up your laptop for the first day after returning from New York. You have a list of leads and 80% of them came to your booth because they were hungry and they liked your lobster roll. Now you’re gonna ask your team to follow up with people saying, ‘Hey, I know you like that lobster roll, why don’t we talk about software.’
It just doesn’t make any sense. it’s just a tremendous waste of money.”
According to Miguel, effective trade show strategies require more than just good booth design and giveaways. They need a strategic approach to engagement that can adapt to real-time feedback and interactions.
Engagify’s involvement exemplifies how this, along with a positive team dynamic, drives impactful trade show outcomes.
Results of Voxpopme’s Performance at Quirks New York
Voxpopme’s partnership with Engagify at Quirks New York brought the level of success Miguel and Voxpopme were looking for. Their booth strategy and hustle resulted in a substantial increase in ROI and set new performance benchmarks.
“Will we invite Engagify again? The answer is an absolute yes. I mean, I’m in active conversations with Anders already to bring them into next year.
Engagify’s package and their performance is really fit and appropriate for the US commercial culture.”
Below are some of the more specific and quantifiable results Voxpopme enjoyed after attending Quirks New York 2023.
Quantifiable Success
Engagify’s strategies led to a 53% increase in leads, generating 150% increase in opportunities from the previous year.
A redesigned booth layout and interactive elements optimized visitor interactions, enabling conversions. The strategic placement of demo booths improved traffic flow and engagement duration, justifying a 60-70% increase in event costs with an opportunity revenue share rising from 55k in 2023 to 247k in 2024.
The success of Miguel and Engagify’s collaborative event strategy is now integrated into Voxpopme’s operational procedures for future trade shows, with the initial investment recouping about 70% within two months and projecting an ROI of approximately 2X with substantial deals still in the pipeline at the time of writing.
Final Thoughts
Voxpopme’s experience illustrates the benefits of creative, strategic, and highly professional engagement services for delivering outstanding trade show outcomes. Engagify’s model sets a formidable bar for others in an already highly competitive environment.