Trans-World Events, the independent B2B exhibition organiser, has committed to a long-term partnership with exhibitor manual platform Eventflow after data revealed the tool was driving significant commercial growth alongside operational efficiency. Following the acquisition of its flagship portfolio by CloserStill Media, the organiser found that its new operations platform was not only stabilising workflows but unlocking a powerful new channel for exhibitor engagement that works alongside its wider marketing strategy.
The renewal marks the third year of the partnership, driven by Nicola Cahill, Head of Operations. Originally brought in to professionalise the company’s tech stack during a separation from sister company Trans-Global Events, the move to Eventflow has evolved from a simple administrative fix into a key competitive advantage.
Operational Touchpoints Driving Commercial Value
While the platform was implemented to streamline admin, Trans-World Events discovered “hidden” commercial benefits. Data from recent event cycles shows that operational notifications sent via the dashboard consistently trigger 400–500 immediate badge registrations per send.
The impact was significant enough to prompt a change in internal strategy. “Marketing actually said to me, ‘we’re not going to send out any more emails… because the responses we’re getting from Eventflow were higher than they could ever achieve,‘” Cahill noted. This allowed the marketing team to step back from administrative chasing and focus on broader campaign goals, trusting the operations workflow to secure the core audience.
This engagement comes from capturing exhibitors at moments of high intent, when they are actively managing their stands. Rather than competing with marketing schedules, these operational notifications provide a high-frequency touchpoint that drives action.
Additionally, by enabling exhibitors to invite colleagues directly into the portal, the system has enriched the company’s marketable database. It captures a deep network of secondary contacts that were previously invisible, handing the sales and marketing teams high-quality data to support future event marketing campaigns.
“It’s enabling us to create a bigger database of relevant people, giving us access to people we wouldn’t necessarily know about,” said Cahill.
Eliminating “Suicidal” Inefficiencies to Support Sales
The technology investment was necessitated by the sheer risk associated with the company’s previous manual processes.
“I used to do a mail merge from my own personal inbox… and that used to be almost suicidal,” said Nicola Cahill, describing the pre-automation era. “Using a system where you’ve got no clue as to what’s really going on is quite terrifying.”
Three years on, those risks have been permanently eradicated. The move to Eventflow didn’t just automate tasks; it turned operations into a consistent resource for the wider business. The dashboard now generates instant reports for the sales team to aid in rebooking and retention campaigns, bridging the gap between operations and commercial growth.
Stability During Transition
For Trans-World Events, maintaining “Tier 1” credibility during their transition to an independent entity was crucial. Cahill noted that the platform’s white-label capabilities allowed them to “set out their stall” as a mature, experienced team immediately post-split, ensuring seamless continuity for their clients.
“I’ve actually got no reason to look for any other system because Eventflow is delivering everything I need,” Cahill concluded. “It provides a core operational solution without the distracting product offerings or ‘upsell tax’ common elsewhere in the market.”
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