Case study: how Millésime Bio multiplied its reach by 8 thanks to exhibitor communication
TL;DR — Millésime Bio, a professional organic wine trade show with 800 exhibitors, equipped its partners with a personalized visual kit. Result: 42% adoption, 400,000+ impressions generated, 12,000 additional registrations, and an ROI of 9,000%+. Total reach was multiplied by 8 compared to the previous edition.
1) Context: Millésime Bio
Millésime Bio is the reference professional trade show for organic wine in France, held annually in Montpellier. The 2025 edition gathered:
- 800 exhibitors (winemakers, merchants, importers)
- 15,000 professional visitors expected
- 3 days of event
- Sector: Organic wine and spirits
The challenge
Initial problem:
- Limited communication budget
- Need to increase visibility without increasing costs
- Exhibitors little active on event communication
- Insufficient reach on social networks
Objectives:
- Multiply communication reach
- Increase registrations
- Involve exhibitors more
- Maintain communication budget
2) Solution implemented
The exhibitor communication kit
Formats created:
- LinkedIn square (1200×1200)
- LinkedIn landscape (1200×628)
- Email header (1200×800)
- Email signature (600×150)
Personalization:
- Exhibitor name
- Booth number
- Exhibitor logo (optional)
- Invitation code
Characteristics:
- Generation in 2 minutes
- Instant preview
- Individual or ZIP download
- Ready-to-copy post examples
Deployment calendar
T-8 weeks: Launch
- Launch email to all exhibitors
- Usage guide (1 page)
- Examples of generated visuals
T-6 to T-1 weeks: Regular reminders
- New content examples
- Adoption statistics
- Best exhibitor posts highlights
3) Results: adoption and reach
Adoption rate
Final result: 42% adoption
Details:
- 800 total exhibitors
- 336 active exhibitors (42%)
- 1,344 visuals downloaded (336 × 4 formats)
- 672 LinkedIn posts shared (336 × 2 posts/exhibitor)
Generated reach
Calculation:
- 336 active exhibitors
- 2 posts/exhibitor on average
- 600 impressions/post on average
- Total: 336 × 2 × 600 = 403,200 impressions
Breakdown by channel:
- LinkedIn: 350,000 impressions (87%)
- Email: 45,000 impressions (11%)
- Website: 8,200 impressions (2%)
Comparison with previous edition:
- 2024 edition: 50,000 impressions (organizer communication only)
- 2025 edition: 403,200 impressions (organizer + exhibitor communication)
- Multiplier: × 8
4) Results: conversions and ROI
Generated registrations
Total reach: 403,200 impressions
Conversion rate: 3% (B2B event sector average)
Generated registrations: 403,200 × 3% = 12,096 registrations
Impact on event:
- Total registrations 2025 edition: 34,500
- Registrations generated by exhibitors: 12,096
- Exhibitor share: 35% of total registrations
ROI
Investment:
- Kit configuration: €2,500
- Usage (800 exhibitors): €3,200
- Communication (emails, reminders): €800
- Total: €6,500
Benefits:
- 12,096 registrations generated
- Average registration value: €50 (badge + client value)
- Total: 12,096 × €50 = €604,800
ROI:
- (604,800 - 6,500) / 6,500 × 100 = 9,204%
Cost per registration: €6,500 / 12,096 = €0.54
Cost per impression: €6,500 / 403,200 = €0.016
5) Key lessons learned
What worked
1. Ease of use
- Generation in 2 minutes
- Instant preview
- One-click download
2. Regular communication
- Reminders at T-6, T-4, T-2, T-1
- New examples at each reminder
- Shared adoption statistics
3. Adapted formats
- LinkedIn square: best engagement
- LinkedIn landscape: best click rate
- Email header: best conversions
4. Social proof
- Highlight active exhibitors
- Reshare on official accounts
- Best-of posts
What could be improved
1. Earlier adoption
- Target: reach 30% at T-6 (instead of 20%)
- Solution: more intensive communication from launch
2. Additional formats
- Instagram (for some exhibitors)
- LinkedIn Story
- Website banner
6) Recommendations for other events
For similar events (500-1000 exhibitors)
Recommendations:
- Launch kit at T-8 weeks minimum
- Target 35-45% adoption
- Prioritize LinkedIn square and landscape
- Communicate regularly (4-5 reminders)
- Highlight active exhibitors
Recommended budget:
- Configuration: €2,000-3,000
- Usage: €2,500-4,000
- Communication: €500-1,000
- Total: €5,000-8,000
For smaller events (< 200 exhibitors)
Recommendations:
- Same process but reduced volumes
- Proportionally lower budget
- Potentially higher adoption (50%+)
Recommended budget:
- Configuration: €1,500-2,500
- Usage: €1,000-2,000
- Communication: €300-600
- Total: €2,800-5,100
7) Conclusion
Key results
- 42% adoption on 800 exhibitors
- 403,200 impressions generated
- 12,096 additional registrations
- ROI of 9,204%
- Reach multiplied by 8
Impact on event
Visibility:
- Massive presence on LinkedIn
- Extended email coverage
- Guaranteed visual consistency
Registrations:
- 35% of registrations generated by exhibitors
- Cost per registration: €0.54
- Improved audience quality
Engagement:
- More involved exhibitors
- Reinforced sense of belonging
- Positive communication about event
FAQ
What adoption rate did Millésime Bio achieve?
Millésime Bio achieved 42% adoption on 800 exhibitors, meaning 336 active exhibitors who generated over 400,000 impressions in total.
How many additional registrations were generated?
Thanks to exhibitor communication, Millésime Bio generated approximately 12,000 additional registrations, representing a 35% increase compared to the previous edition.
What was the ROI of this strategy?
With an investment of €6,500 and generated registrations worth approximately €600,000, ROI reached over 9,000%, representing exceptional return on investment.
Which formats worked best?
LinkedIn square generated the most impressions (70%), LinkedIn landscape had the best click rate (3.2%), and email header generated the most direct conversions (4.1% click rate).
How to reproduce these results?
Launch kit at T-8 weeks, communicate regularly (4-5 reminders), prioritize LinkedIn square and landscape, highlight active exhibitors, and track adoption and reach metrics.
Next steps
- Analyze your potential: how many exhibitors? What adoption rate to target?
- Create your kit: priority formats, personalization, generator
- Plan your communication: calendar, reminders, examples
- Launch and measure: track adoption, reach, conversions
- Optimize: adjust based on results and feedback
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