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Social Space - Ways to Draw Crowds to Your Tradeshow Booth
This is a fairly typical scenario for tradeshow marketing planners: You have made the decision to have a tradeshow exhibit in your industry’s leading tradeshow. You have planned properly by selecting the appropriate trade
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
show, nailed down the key objectives and goals of your company’s tradeshow marketing team, and hired professionals to build a dramatic, eye-popping tradeshow display. Now all you need to do is wait for visitors to find yo
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ur tradeshow booth. You believe in the motto “ If you build it, they will come,” right?
Well, not exactly. With tens of thousands of square feet of tradeshow floor and hundreds of competing tradeshow exhibits, prospects
Well, not exactly. With tens of thousands of square feet of tradeshow floor and hundreds of competing tradeshow exhibits, prospects
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
finding their way to your company’s tradeshow booth can be an overwhelming challenge.
Fortunately, there are proven ways to get crowds to your tradeshow booth.
According to Elaine Cohen, Founder/President of Live Marketi
Fortunately, there are proven ways to get crowds to your tradeshow booth.
According to Elaine Cohen, Founder/President of Live Marketi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ng in Chicago, you need to be imaginative and pro-active to stimulate tradeshow exhibit traffic. You will need to design a fully integrated crowd-gathering campaign for success in getting visitors to your tradeshow exhibi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t. Once there, you need to educate them, connect them with a sales representative, and get them to take a desired action.
Cohen sites an example of a crowd-gathering tradeshow campaign that she designed to produce highly
Cohen sites an example of a crowd-gathering tradeshow campaign that she designed to produce highly
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 2005. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” The tradeshow live presentation was so
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog Show and the Detroit Kennel Club Show.
Cohen not only got people to Purina Pro Plan®’s booth, but had them
Cohen not only got people to Purina Pro Plan®’s booth, but had them
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
actively involved once they were at the tradeshow booth: Here’s what drew the visitors:
• The stage was set with banners at the entry to the tradeshow hall announcing Purina was the presenting sponsor of the show. Signa
• The stage was set with banners at the entry to the tradeshow hall announcing Purina was the presenting sponsor of the show. Signa
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ge was displayed inside and outside the event venue. In addition, the tradeshow exhibit had the prime location at the hall entrance.
• High-energy music, visuals of great looking dogs and colorful signage drew tradeshow
• High-energy music, visuals of great looking dogs and colorful signage drew tradeshow
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
visitors’ attention to the Purina Pro Plan tradeshow exhibit and theatre.
• A crowd-gatherer greeted visitors and directed them to the tradeshow exhibit by inviting them to learn how to get the most out of the show. Pe
• A crowd-gatherer greeted visitors and directed them to the tradeshow exhibit by inviting them to learn how to get the most out of the show. Pe
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ople movers such as a presenter and a booth ambassador enticed people into the tradeshow booth and moved
them from activity to activity. Visitors got insights into how their dogs can lead happy, healthy lives. Purina bro
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ught ten staff members to work the exhibit—brand specialists, experts and field sales people.
• A live theatre presentation featured a presenter who gave away complimentary Purina Pro Plan hats, and entries into a drawing
• A live theatre presentation featured a presenter who gave away complimentary Purina Pro Plan hats, and entries into a drawing
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
to win a year’s supply of Pro Plan food for their dog. Pro Plan Frisbees and dog food bag clips were awarded to those who answered questions. The audience eagerly participated.
• Many tradeshow visitors who wore their ha
• Many tradeshow visitors who wore their ha
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ts around the show floor were rewarded by
being spotted by roving exhibit staffers. Those who were spotted received coupons.
The results were significant:
• 1,222 consumers experienced the live presentation over the 2
The results were significant:
• 1,222 consumers experienced the live presentation over the 2
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
-day show.
• 60-80 people participated per presentation, with many standing and sitting around the theatre area (the theatre had 30 seats). This exceeded the initial goal of 400 by over 300%. • 1,672 people completed
• 60-80 people participated per presentation, with many standing and sitting around the theatre area (the theatre had 30 seats). This exceeded the initial goal of 400 by over 300%. • 1,672 people completed
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
all three activities.
• 2,000 Pro Plan hats were distributed.
• 100 Pro Plan hat wearers received $5.00 off coupons from Pro Plan spotters
• 1,000 Frisbees were given out.
• 3,500 coupons were distr
• 2,000 Pro Plan hats were distributed.
• 100 Pro Plan hat wearers received $5.00 off coupons from Pro Plan spotters
• 1,000 Frisbees were given out.
• 3,500 coupons were distr
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ibuted.
In order to have a successful tradeshow exhibit experience, therefore, you must have a plan in place to bring people to your tradeshow booth and also give them a good reason to spend time at your tradeshow booth—n
In order to have a successful tradeshow exhibit experience, therefore, you must have a plan in place to bring people to your tradeshow booth and also give them a good reason to spend time at your tradeshow booth—n
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
o matter whether your presentation is at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Hannover Exhibition Center in Germany or the San Jose M
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
cEnery Convention Center.
Remember, the next time you exhibit at a tradeshow, by having pied pipers attract a crowd to your audience-focused, live tradeshow presentation, your tradeshow exhibit will become a crowd-pleaser
Remember, the next time you exhibit at a tradeshow, by having pied pipers attract a crowd to your audience-focused, live tradeshow presentation, your tradeshow exhibit will become a crowd-pleaser
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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