GL Events’ GreenTech+: Driving Exhibitor ROI with Digital Engagement
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BePositive, organized by GL Exhibition’s GreenTech+ division, is France’s leading trade show for energy transition, bringing together industry leaders, innovators, and key stakeholders to drive meaningful change.
Despite its prominence, the event faced a familiar challenge: Getting attendees and exhibitors to fully engage with each other.
Determined to achieve more value for everyone involved, the GreenTech+ team at GL Exhibition introduced a bold mobile-first strategy powered by AI personalization. This approach didn’t just boost app adoption but also transformed the entire event experience. Event engagement skyrocketed, business meetings tripled, and exhibitors reported a significant increase in qualified leads, setting a new standard for what digital transformation can achieve at live events.
Challenge
BePositive, organized by GL Exhibition’s GreenTech+ division, sought to substantially increase attendee and exhibitor engagement at their national energy transition trade show. Traditionally, digital adoption rates for event tools were low, limiting the potential for networking and business development.
Solution
Led by Laëtitia Viné, the marketing and communication team launched a bold digital transformation initiative focused on maximizing value through the official mobile app.
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Key initiatives included:
- App-Only Badge Access: Attendees received digital badges via the event app as QR codes, enabling faster entry and eliminating paper badges.
- Early access and exclusive features: The interactive floor plan was released two months in advance, accessible only via the app.
- Personalized Experience: AI-powered, tailor-made visit routes and meeting recommendations were provided for each attendee.
- Exhibitor Enablement: QR codes at each booth linked directly to exhibitors’ app profiles. Tailored webinars and one-on-one onboarding sessions were conducted to help exhibitors maximize app use.
- Dedicated Support: A specialized team provided ongoing guidance, ensuring all stakeholders were confident with the new tools.
"Swapcard allowed us to quickly track the number of visitors and manage the traffic at the stand. It enabled direct interaction with visitors, allowing us to quickly connect them with the right person at the booth and showcase the right services.”
Gwendal Danguy Des Déserts, Brand and Communication Manager at Cheminées Poujoulat France
Results
The digital-first strategy delivered outstanding results:
- App Adoption: Attendee adoption soared from 20% to nearly 100%; exhibitor adoption reached 80%.
- Business Impact:
- 3x increase in the number of business meetings
- Over 20% of attendees connected with at least one exhibitor.
- 2x as many attendee-to-attendee connections.
- Engagement with digital features soared, with 3x more usage of tools like the interactive map.
- Lead Generation:
- More qualified leads for exhibitors.
- Significant growth in scheduled appointments and direct contacts.
- Heightened engagement before, during, and after the event.
“The event app helped us welcome both prospects and clients to our booth more efficiently and made post-event follow-up much easier. We were able to create our own custom lead qualification form, which meant that while the scan feature captured contact details, we could also collect more specific and relevant information.
Cyrielle Alleon, Marketing Manager at Krannich
Key Learnings & Recommendations
- Innovate with Intention: Thoughtful digital decisions, like replacing paper badges with mobile access, can significantly enhance the attendee experience.
- Understand Your Audience: Align tech tools with attendee and exhibitor goals—AI personalization helps meet expectations and boost satisfaction.
- Invest in Support: Successful digital transformation hinges on thorough onboarding and continuous support for attendees, exhibitors, and internal teams alike.
- Deliver Clear Value: Every tool you introduce should solve a real problem or enhance the experience—make sure you clearly communicate benefits to users.
“There were several features I found incredibly useful. The interactive map, for example, helped me easily navigate the trade show. I also liked the ability to bookmark exhibitors and generate a route to visit the ones I was most interested in. Plus, the agenda and in-app support made it easy to stay organized and reach out when I had questions. It’s definitely a tool that adds real value to the trade show experience and I think it’s becoming essential in 2025.”
Thomas, BePositive Attendee
Conclusion
BePositive’s digital transformation sets a new standard for event innovation, showing how a strategic, well-supported digital approach can significantly boost engagement and drive measurable business value.
REsults
App adoption jumped from just 20% to 80% for exhibitors and reached 100% for attendees.
2x as many attendee-to-attendee connections.
3x increase in the number of business meetings.
3x increase in interactive map usage.
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