How Service Factory built visibility in the events industry and won new clients through LinkedIn in just one year
Service Factory is a trade show and event agency
Johannes Rehbehn took over as Managing Director of Service Factory in April 2025 – and faced a double challenge: establishing himself as the new leader of the agency while simultaneously generating new business.
Until then, he had only used LinkedIn sporadically.
The goal was clear: position Johannes as a thought leader in the events industry, establish Service Factory as a strategic partner – not just a service provider – and use LinkedIn to proactively reach event managers and enterprise companies looking for support with trade shows and events.
We didn't just want to "post on LinkedIn." We wanted to build a system that positions Johannes as the voice of the events industry
01 The Foundation
Everything started with a Deep Dive Workshop. We developed the positioning and strategic focus: establishing Johannes as the voice of the events industry — with authentic storytelling from day-to-day agency life that puts into words what event managers think every day but rarely say out loud.
02 Founder-Led Content
In bi-weekly content calls, we develop topics together from Johannes' trade show and event world. Our team turns these into posts and visuals — tailored specifically to event managers as the target audience. In under a year, we have published over 100 pieces of content and built an active community that regularly comments and engages.
03 Targeted Outreach
In parallel with the content, we are building a structured outreach system: we track content signals like follows, likes and comments to identify the event managers actively engaging with Johannes' content — and reach out to them directly.
04 Event-Based Positioning
Trade shows and corporate events are Service Factory's daily business — and we actively leverage them as a driver for content and outreach. Before relevant trade shows, we identify companies that will be exhibiting and approach them with tailored insights into their planned presence. At the same time, Johannes' first-hand experiences at these events become authentic content that showcases his expertise and strengthens his position in the industry.
The impact we created
In one year, Johannes generated over 400,000 impressions within his clearly defined target audience. Engagement from the events industry is strong: event managers actively comment and discuss under his posts.
The business impact is tangible: notable brands have been won as new clients, the order book for 2026 looks very strong, unsolicited job applications from strong candidates are coming in, and Johannes has received his first press coverage.
Impressions generated
Clients won
Their perspective on our partnership
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"I wanted to position Service Factory as a strategic partner – not just a service provider. LinkedIn has helped me communicate exactly that and generate new business in a targeted way. The response from the industry tells me we are on the right track."
— Johannes Rehbehn, Managing Director @ Service Factory
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