GLOBE Efficiency Check
Trade-fair landing page with QR entry and a question-by-question funnel. A prize draw that produces a qualified lead instead of a business card in a fishbowl.
The brief
Collecting a business card at a trade fair is easy. Knowing whether there’s an interesting customer behind it is not. GLOBE didn’t just want contacts at their stand, they wanted to understand what the visitor’s fleet actually looks like.
The route there ran through a QR code on the trade-fair advertising. Anyone scanning it is standing in a loud hall with a phone in one hand. That situation sets the constraints: everything has to work on the phone, load very fast, and be done in under a minute.
The reasoning
A classic contact form would have achieved little here. It yields an email address and nothing else, and it feels like work.
So it became an efficiency check: a handful of questions about the visitor’s forklift fleet, one question per screen, large tap targets, a progress indicator. Winning a prize is the occasion; the actual service is the analysis. For the visitor it’s a short quiz with a chance to win, for the sales team it’s a conversation with a known starting point.
The decisive part was that nobody feels they’re filling in a form. That’s why contact details are only requested once the substantive questions have already been answered.
What was built
- Visual continuity with the trade-fair advertising: the same blue, the same typography, so it’s immediately clear after the scan that you’re in the right place.
- Mobile first: designed for thumb operation while standing, with a short load time and minimal scrolling.
- Step-by-step funnel with a progress indicator, so the length stays predictable throughout.
- CRM integration: answers and contact details land in the system in a structured form, not in a shared inbox.
- Legal groundwork: terms of participation, privacy policy, and legal notice aligned, plus a deletion policy implemented technically in the CRM rather than living only on paper.
The value behind it
A prize draw produces addresses. This setup produces addresses plus context: fleet size, structure, optimisation potential. The difference only shows afterwards, when someone works through the list and knows who is worth calling and which question to open with.
That’s exactly where most trade-fair appearances leave money on the table: the stand costs five figures and the yield is a stack of cards nobody qualifies.