Sika Measures Its Trade Show Performance Using KAYO
Sika is the global leader in waterproofing, bonding, soundproofing, reinforcement, and protection.
| +40 trade shows per year worldwide |
120 qualified leads from the first trade shows |
+6 sales reps onboarded and trained on KAYO |
A solution tailored to the needs of a large corporation
Sika is a company specializing in construction chemicals and a leader in the development and production of systems and products for bonding, sealing, damping, reinforcement, and protection in the construction and automotive industries.
Sika has subsidiaries in 100 countries worldwide and manufactures products in more than 300 plants. Sika employs more than 25,000 people and generated revenue of 8.1 billion francs in fiscal year 2019.
Mohamed Ouzzine heads the Business Development department, which provides support in the early stages of construction projects to assist project owners and designers (project managers, architects, cost engineers, engineering firms, etc.) with their projects through Sika solutions.
To reach these audiences, Sika attends about twenty regional trade shows and ten national trade shows.
“The trade shows in which we invest heavily align with our goal ofreaching out to our clients to present our solutions. In this context, we discovered KAYO, a solution that quickly won us over.”
Previously, before using KAYO, Sika’s specification teams would collect business cards and manually take notes regarding their clients’ projects. This approach no longer met the teams’ needs for better follow-up, particularly given the long-term nature of these projects.
Mohamed was therefore looking for a tool that would help structure this process of capturing leads at events.
“When we discovered KAYO, we quickly adopted it for our first trade show. It immediately addressed our challenges with tracking prospects and customers.
Thanks to KAYO’s analytics, we can now accurately gauge the impact and quality of a trade show: by maintaining a history of data, we can compare results and performance from one trade show to the next .”
A time-saver for sales teams
“As part of our commitment to sustainability, we ’ve drastically reduced the use of paper brochures. We display the brochures directly on our sales reps’ tablets, which we can then immediately send to prospects.
With this document sharing, we generate automatic, personalizedthank-you emails and track their performance. We record when prospects visit our booth and can then edit their contact information to better understand their needs.”
Mohamed Ouzzine explains the new method for making contact:
“Depending on the size of the trade shows, we have between 2 and 6 sales representatives at our booth. The process is well-established: we collect the visitor’s contact information, enter the nature of their project and its urgency, and add comments to gather as much information as possible about their needs.”
“Next, we generate a report via KAYO, where we can access all the data and written notes. This allows us to prioritize follow-ups. We’re also currently working on integrating leads directly into our Salesforce CRM.”
