Small Business Software | Recruitment Agency Expo 2026
Exhibition & Trade Show Activation
Expo Lead Capture
Interactive Stand Attraction
Gamified Data Capture
London
2026
We delivered a bespoke racing attraction for Small Business Software - a provider of limited company formation solutions - at the London Recruitment Agency Expo 2026. Hosted at ExCeL London, we designed a custom 2m x 2m track to fit seamlessly within their 4m x 3m exhibition stand. Serving as a high-impact lead-generation tool across the two-day event, the activation invited recruiters to scan their event passes to race for a £100 voucher, operating alongside a busy six-person team.
Summary
The activation was a resounding success, acting as a powerful magnet for exhibition footfall. The client was incredibly impressed by how effectively the track drew attendees out of the busy aisles and onto their stand. By blending competitive entertainment with a frictionless data-capture process, we helped Small Business Software maximise their ROI - in fact, on the second day alone, our operator personally scanned 40 individual leads, allowing the client's five-person sales team to focus entirely on pitching their software and closing deals!
Challenge
Spatial Constraints: Exhibition floor space is at a premium. With the client operating within a compact 4m x 3m footprint, our installation needed to deliver maximum visual impact without encroaching on the area required by their five staff members to conduct live software demonstrations.
High-Volume Lead Capture: The primary goal was lead generation, meaning we needed a seamless way to process eager attendees quickly. We had to ensure they could race without causing bottlenecks on a stand already occupied by six people in total.
Multi-Day Operational Endurance: The exhibition required a robust setup capable of withstanding two full days of continuous, high-speed racing from 9am to 5pm, alongside coordinated pre-event installation and post-event breakdown.
Solutions
Active Lead Generation: We didn't just run the track; we actively integrated with the client's sales strategy. By synchronising the racing entry with the expo’s badge-scanning technology, we took on the responsibility of scanning 40 attendees on day two alone, feeding a steady stream of warm leads directly to their reps.
Precision Track Design: We engineered a bespoke 2m x 2m track layout that perfectly complemented the stand's dimensions. This compact but engaging footprint left ample room for the five Small Business Software reps to interact with prospects while the racing took place.
Efficient ExCeL Logistics: Navigating ExCeL London for the first time, we took full advantage of their well-managed loading processes to execute a stress-free build the day prior. This allowed us to focus entirely on crowd engagement during the live event days, followed by a swift and efficient breakdown the moment the expo closed.
