Pre-Show Warm-Up Helps Hospira Boost its ‘ABCs’
Hospira marketers know the days of merely waiting for prospects to show up at the trade show booth are over, and as a result they’ve mastered the art of the pre-show warm-up. The company put it into action at the industry’s biggest trade show, ASHP.
Broadly speaking, Hospira’s strategy was to increase leads and engagement with healthcare pros and pharmacists. But more specifically, the goal was to increase “A,” “B” and “C” leads over the previous year’s numbers, boost traffic and drive up its photo activation numbers.
A pre-show mailer to all 10,280 attendees kicked off the integrated effort, which was supported at the show by print ads, banner ads, a billboard and hotel room drops. A raffle for a high-value book drove traffic, and Hospira unveiled a brand-new exhibit with a series of angled demo counters that created a vibrant space where customers could jump from one product to the next based on their specific needs. The company built in a little fun, too, snapping headshots of their guests, superimposing the photos on superhero bodies and then creating branded keycards they could take home. The gimmick generated hits on Twitter and Facebook and drove attendees back to the Hospira website for another post-event touch point.
Thanks to a custom lead capture system, Hospira mapped its entire program back to its original objectives. “A” leads went up 532 percent, “B” leads climbed 107 percent and “C” leads got a nine percent boost, while overall foot traffic was up 34 percent versus the previous year.