Case Study: Stick and Mix 2010
Our client is one of Europe’s leading providers of disposable products for the management of incontinence, supplying both the NHS and wider healthcare markets.
Situation
The client exhibits at the annual Royal College of Nursing Continence Care Forum; the biggest industry event of the year. Exhibiting at this forum is a critical strand of their Marketing strategy, and provides them with the opportunity to network with their existing customers and increase brand awareness with potential new clients.
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Brief
Working with the client, we developed a brief with the objectives of;
• Generating stand out from the other exhibitors in a creative and innovative way
• Encouraging delegate visits to the stand
• Increasing brand awareness among potential new customers
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Creative Solution
We came up with the concept of “Stick and Mix” which was loosely based on our past experiences of collecting and trading Football Stickers. Delegates collected a ‘Sticker Book’ which contained information about Euron and featured both their key products and contact details of the regional account managers. They were also given some packets containing a random assortment of stickers featuring pictures of the products and the account managers which they either stuck in their books or traded with other delegates to complete their collections and get entered into a draw to win an iPad.
As well as being used on the sticker books and stickers, the design concept itself was integrated across every element of communication with the delegates including;
• Exhibition stand
• Conference programme
• Conference badges
• Euron website
• Email invitations
• Delegate feedback forms
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Results
The promotion was a tremendous success with the delegates and participation levels exceeded our expectations… fellow exhibitors and competitors were even tempted to get involved. In a significant Marketing coup, we also managed to ‘sticker’ the Conference Catering Staff and their trolleys!
The delegates really enjoyed the interactivity and many of them made multiple visits to the Stand to collect additional packets of stickers, giving the Account Managers countless networking opportunities.
We conducted a post-campaign evaluation which showed 100% of submitted responses rating the promotion as either Excellent or Very Good. More importantly, the campaign generated over 20 warm leads for the client which are now being pursued.
