USAID is the world's premier international development agency and a catalytic actor driving development results. As part of the Competitive Economy Program, USAID promotes the development of the Ukrainian economy by supporting startups and small and medium-sized businesses.
Ukrainian Association of Furniture Manufacturers (UAFM) is a professional service organization for domestic and international furniture manufacturers. UAFM provides the networks and the resources needed for cooperation into the Ukrainian furniture market.
As a result of the war in Ukraine, the local market has contracted significantly, with foreign buyers showing reluctance to visit the country. In light of this, UAFM has shifted its attention towards participating in specialized international exhibitions and trade missions, one of which involved the Sparklead team to collect leads and find the target audience for over 20 furniture companies.
Sparklead cooperated with UAFM as part of the "Furniture of Ukraine Trade Mission to London" event supported by USAID.
To tackle this challenge, UAFM decided to hire specialists who could focus solely on generating leads for the events. This allowed them to use internal resources more efficiently and ensure that the registration process received the attention it needed.
To achieve the goal, we followed a step-by-step approach.
1. We identified a base of the relevant accounts and contacted them, having previously set up profiles of UAFM employees from which we communicated with prospects.
2. In terms of channels, we used a mix of outbound and inbound marketing to enhance the omnichannel approach, since it was the first present on the market for each of the companies.
Sparklead team was in charge of delivering and providing full digital materials, including website, and marketing materials for channels such as:
Once we made contact, we guided prospects through the registration process to ensure their participation in the event.
Based on the team's previous experience in coordinating 3 trade missions abroad, this particular event in London proved to be the most successful and achieved the largest number of meetings among the companies.
In one month we reached over 200 people who registered for the event, confirmed their attendance, resulting in 77 individuals finally attending the event.