Case Study: RCN Conference 2011
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.
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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. In 2010 we ran with hugely successful concept we called “Stick and Mix”, the challenge we faced was how to improve on this in 2011.
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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 to make multiple visits to the stand during the two day exhibition
• Increasing brand awareness among potential new customers
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Creative Solution
We came up with the concept of “Stick and Mix 2 – Pads and Bladders” which was a step forward from the solution in the previous year where 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 an 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.
Completed books were drawn at random and, over the course of the conference, 24 lucky delegates were chosen to play our lively and noisy games of ‘Pads and Bladders’ where the two exhibition stands were transformed into one oversize snakes and ladders style game board. It was a truly memorable experience for players and spectators alike.
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Results
The promotion was a tremendous success with the delegates and participation levels again exceeded our expectations… fellow exhibitors and the conference organisers even joined in.
The delegates really enjoyed the interactivity and many of them made multiple visits to the stand to see if they were chosen for the games – some delegates made as many as eight separate visits. This gave the client’s Account Managers numerous networking opportunities and a significant competitive advantage over the other exhibitors – many of whom would have invested substantially more money in creating their stands.
The post-campaign evaluation on the exhibition stand and promotion has just been completed and this showed an overall delegate rating of 93% – the highest score ever. We’re now just left with the difficult challenge of creating something that’s even better next year.
