Hill’s Pet Nutrition is a Hit with Vets at Conference
Hill’s Prescription Diet Metabolic Advanced Weight Solution did one thing that most pet weight loss solutions don’t—it achieved an 88 percent success rate during in-home trials, which is considered an impressive number in the pet care industry. To maximize exposure of the product and that stat among the vets, vet techs, students and staff attending the Western Veterinary Conference, Hill’s threw a “housewarming party” that set the scene for pet care at patient households. The brand pre-registered 4,879 attendees through pre-show mailing and advertising and then hosted the party at a booth display that resembled a suburban home—complete with siding, windows, roof, kitchen and patio.
Opening ceremonies included a 10-minute presentation from the brand and a singing flash mob in the “living room.” Reps then met veterinarians one-on-one in small seating areas in the “kitchen” where all of the study data was made available. The brand also sponsored a symposium where Hill’s Advanced Weight Loss Solution was a topic, and two lunches that included a presentation and attracted 650 attendees, total. The brand distributed green “88 percent shirts” to the first 400 attendees at the luncheon. Those spotted wearing it the following day were given $5 Starbucks gift cards. One attendee received a $100 Amazon gift card.
In an exit survey, 97 percent of exhibit visitors remembered the 88 percent figure and 97 percent said they were very likely or likely to prescribe the product. There were 155 orders taken for 18,218 pounds of the product, doubling the amount sold in 2012.