Our Work

Using InMail to Drive ROI From Trade Shows


The Challenge

To help maximise FANUC UK’s attendance at MACH 2018, specifically driving interest for the company’s ROBOCUT EDM wire cutting solution, a product which only sells circa 130 units each year in the whole of the UK market.

The Idea

WPR devised a campaign which involved focusing on one specific product area, driving awareness and on-stand meetings using LinkedIn.

We audited and optimised the ROBOCUT product manager’s LinkedIn account with new copy, imagery and long-form posts, before launching a series of highly targeted LinkedIn InMail campaigns to engage potential customers and encourage them to book a meeting.

The Results

  • For a small £750 promotional spend we achieved:
    • Six confirmed bookings for on-stand meetings
    • 2,426 InMails sent, with an open rate of 56%
    • £0.31 cost-per-send (against a LinkedIn average of £0.70)
    • 89 clicks to a booking form on the ROBOCUT product page (vs. KPI of 60)
    • An InMail click-through rate of 6.511%
    • 228% increase in the product manager’s LinkedIn profile views, week-on-week from C-suite customers
  • The majority of clicks were from managing directors, owners and production managers
  • Clicks included individuals from Jaguar Land Rover, Bakkovar, Babcock, Weetabix, Siemens, ABB, Cultech, Arbonne and Dyson