Sanlam: Events & Exhibitions

Building Brand Awareness, Advisor Engagement & Lead Conversion Through Experiential Marketing

OVERVIEW

Allan Young managed the end-to-end coordination, planning, design and execution of strategic exhibitions and events for Sanlam to increase brand visibility, strengthen relationships with financial advisors and convert high-volume event traffic into qualified customer leads.

The project portfolio included both consumer-focused exhibitions and industry conferences, requiring tailored engagement strategies, audience segmentation, custom stand design, supplier coordination and post-event ROI analysis.

The exhibitions formed part of a broader brand and customer acquisition strategy aimed at positioning Sanlam as a trusted financial partner across different life stages.

PRIMARY BUSINESS OBJECTIVES

Drive customer engagement and lead generation
Strengthen relationships with financial advisors and industry stakeholders
Position Sanlam as a trusted financial services provider
Improve conversion opportunities through experiential marketing
Deliver measurable ROI through event participation

MARKETING OBJECTIVES

Increase national brand visibility in high-footfall environments
Create memorable and visually impactful brand experiences
Increase dwell time and interaction quality
Develop audience-specific messaging for each event environment
Encourage meaningful conversations rather than transactional selling

Audience
Female professionals, mothers, decision-makers and lifestyle consumers.

Estimated Attendance
10,000 – 50,000+ attendees (multi-day lifestyle exhibition)

Strategic Focus

Positioned financial independence, security and future planning through empowerment-led messaging designed specifically for women.

Execution Highlights

Developed an environment focused on comfort, conversation and interaction
Incorporated visual storytelling elements to increase dwell time
Managed production and installation of branded stand elements
Coordinated supplier delivery schedules and setup logistics

Designed premium custom exhibition stands using:

Printed vinyl graphics
MDF structures
Integrated LCD/plasma screens
Lounge-style seating areas

Outocomes

Increased brand visibility within a highly competitive exhibition environment
Improved engagement quality through interactive and conversational stand experiences
Successfully attracted large volumes of foot traffic while maintaining premium brand presentation

Audience
Financial advisors, industry professionals, stakeholders and business partners.

Estimated Attendance
1,000 – 3,000+ industry professionals

Strategic Focus
Strengthen advisor relationships and create a professional environment that reinforced trust, expertise and product credibility.

Execution Highlights

Designed a premium stand environment aligned to corporate positioning
Managed AV integration and presentation support
Coordinated supplier communication and technical installation
Ensured operational efficiency throughout setup and event execution
Installed a Nintendo Wii setup so that visitors to the stand could play golf while talking business (Golf at Sun City was a key attraction and engagement point for exhibition visitors)

Co-ordinated A Structured Exhibition Layout Featuring:

Meeting zones
Plasma screens
Raised flooring
Lockable storage areas
Branded graphic lightbox displays

Outcomes

Strengthened advisor engagement and relationship-building opportunities
Reinforced Sanlam’s professional brand presence within the financial sector
Supported advisor interaction and product awareness initiatives
Highest historical turnout at stand

Audience
Engaged couples, newlyweds, young professionals and future planners.

Estimated Attendance
5,000 – 15,000+ attendees per event

Strategic Focus
These event provided an opportunity to position financial planning as an essential part of starting a life together. Messaging focused on long-term security, future planning, life cover, savings and investment products.

Execution Highlights

Developed a welcoming and approachable exhibition environment
Designed an open-plan stand layout to encourage walk-in engagement
Integrated brand messaging around future planning and stability
Created a consultation-friendly space to support lead capture conversations
Ensured visual consistency through branded graphics and premium finishes

Outcomes

Increased engagement with young professionals entering major life stages
Generated high-quality consumer leads through direct interaction
Strengthened brand relevance within lifestyle-focused environments

Audience
Expecting parents, young families, caregivers, and household decision-makers.

Estimated Attendance
5,000 – 25,000 attendees depending on city and scale

Strategic Focus
Positioned long-term financial planning around family protection, education planning, and future security.

Execution Highlights

Created a family-friendly and approachable exhibition environment
Developed emotionally driven messaging focused on protecting loved ones
Designed interactive engagement touchpoints to encourage consultation opportunities
Co-ordinated event logistics, staffing, setup, and visitor engagement processes

Outcomes

Increased engagement with family-focused consumer audiences
Generated awareness around long-term financial planning products
Successfully converted emotional brand messaging into lead generation opportunities

PROJECT MANAGEMENT APPROACH

Event Analysis & Participation Planning

Each event underwent strategic evaluation before participation approval

Assessment Criteria

Audience relevance and demographic alignment
Estimated footfall and engagement potential
Competitor participation and share-of-voice opportunities
Cost versus lead generation potential
Brand alignment with event themes

Planning Activities

Development of event objectives and KPIs
Creation of engagement and lead generation strategies
Staff coordination and briefing
Timeline development and operational planning

STAND DESIGN & BRAND EXPERIENCES

Custom exhibition stands were designed to translate the Sanlam brand into immersive physical experiences that increased visibility, encouraged interaction and supported customer conversion.

Key Design Considerations

Visitor flow and accessibility
Visibility within crowded exhibition spaces
Engagement zones for conversations and consultations
Technology integration for visual storytelling
Brand consistency across all touchpoints
Functionality for staff and advisors

Design Features Included

Modular MDF structures
Branded vinyl graphics
Plasma/LCD screens
Graphic lightboxes
Raised flooring
Lounge and consultation areas
Lockable storage solutions
Premium finishes including metallic branding and glass applications

The stand environments were designed to increase dwell time while balancing functionality and strongvisual impact.

SUPPLIER & STAKEHOLDER MANAGEMENT

Managed relationships with multiple suppliers and stakeholders to ensure smooth delivery across all events.

Managed Suppliers Included:

Exhibition stand builders
Print and branding suppliers
AV and technical providers
Logistics and transport partners
Venue coordinators

Responsibilities

Supplier sourcing and negotiation
Cost comparisons and procurement
Production oversight and quality control
Delivery scheduling and installation coordination
On-site troubleshooting and operational management

Strong stakeholder management ensured projects were delivered on time, within budget, and alignedto brand standards.

ENGAGEMENT & LEAD GENERATION STRATEGY

The event strategy focused on creating meaningful engagement opportunities rather than traditional hard-selling approaches.

Engagement Tactics

Conversation-led interactions
Advisor consultations
Interactive content and displays
Lifestyle-focused messaging
Emotionally driven storytelling
Open-plan stand environments

Lead Generation Methods

Visitor engagement tracking
Advisor follow-up opportunities
Consultation sign-ups
Competition and activation mechanics
Structured lead capture processes

The approach helped convert high volumes of foot traffic into qualified opportunities for further sales engagement.

ON-SITE EVENT EXECUTION

Oversaw full operational execution during exhibition build, launch and live event periods.

Responsibilities Included

Setup and breakdown coordination
Supplier and contractor management
Staff coordination and support
Visitor experience management
Brand consistency checks
Issue resolution and operational troubleshooting

The ability to manage both strategic planning and live operational delivery ensured seamless executionacross multiple event environments.

BUDGET & COST MANAGEMENT

Managed exhibition and event budgets across multiple simultaneous projects.

Key Responsibilities

Budget allocation and cost tracking
Supplier quotation analysis
Spend optimisation without compromising brand quality
Modular stand reusability planning
ROI-focused decision making

Cost efficiencies were achieved through strategic supplier negotiations and careful management ofproduction resources.

POST-EVENT ROI ANALYSIS

Conducted post-event analysis to evaluate campaign effectiveness and inform future event strategies.

Metrics Tracked

Footfall and engagement levels
Lead volumes and lead quality
Advisor interaction rates
Cost-per-lead performance
Audience response and engagement feedback
Overall event ROI

Strategic Learnings

Identified high-performing event environments
Refined messaging for future exhibitions
Improved lead qualification processes
Enhanced stand layouts based on visitor behaviour patterns

RESULTS & IMPACT

Key Outcomes

Activated campaigns across events attracting between
5,000 and 50,000+ attendees
Converted high-volume foot traffic into qualified sales and advisor opportunities
Increased brand visibility within both consumer and professional environments
Strengthened financial advisor engagement and relationship-building initiatives
Improved event ROI through strategic budget management and lead optimisation
Delivered premium brand experiences aligned to Sanlam’s market positioning

Business Impact
The exhibition strategy successfully combined experiential marketing, lead generation and relationship-building to support broader business growth objectives while strengthening Sanlam’s presence in highly competitive event environments.

Core Skills Demonstrated