Tags |
|
|
Links |
|
|
Your Space - Live Theater Attracts Tradeshow Visitors
Live, interactive, experiential tradeshow presentations add a dynamic dimension attracting crowds to your company’s products and services at your tradeshow booth. There’s an added benefit of having your audience participate in and become advocates of your pro
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
ducts during and after the tradeshow. It is, however, important to keep “on message” when you have a live theater presentation at your tradeshow exhibit. A highly- tuned message is the key to your success -- ensuring that you meet your company’s marketing goa
; 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
s and objectives. Keep this in mind when you engage your next tradeshow presentation company.
According to Elaine Cohen, Founder/President of Live Marketing in Chicago, studies show that if live professional presentations at tradeshows focus on answering the
According to Elaine Cohen, Founder/President of Live Marketing in Chicago, studies show that if live professional presentations at tradeshows focus on answering the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
marketing objectives of the company, the company is then better able to deliver on those objectives. The objective of the presentation may be to have tradeshow visitors become actively involved by taking a quiz or survey, learn about the product in depth fro
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
experts who can truly educate them, become committed to endorsing a charity in their industry, in addition to writing an order.
When the objective is to increase sales, a company would be wise to hire a crowd gatherer to get people to its tradeshow booth. O
When the objective is to increase sales, a company would be wise to hire a crowd gatherer to get people to its tradeshow booth. O
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nce there, attendees need to experience the product first hand. There also needs to be a follow up way to have your tradeshow guests experience the product once the tradeshow is over. A good idea to extend the marketing of your tradeshow exhibit is offering
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
edeemable coupons to attendees they can use once the tradeshow is over.
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 20
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 20
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
05. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” In fact, the tradeshow live presentation was so successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
how and the Detroit Kennel Club Show.
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally,
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally,
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
Pro Plan is an exceptional product. Among top breeders and show
dog owners, Pro Plan is the #1 pet food brand. However, many consumers are
unaware of this. In the specialty market, unaided awareness of the Pro Plan
brand is only 5% and Pro Plan market s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
are is about 6%.
Therefore, the challenge of the Pro Plan Consumer Experiential Marketing Program was to generate awareness of, create a preference for, and drive sales of Pro Plan foods.
For starters, the tradeshow had the right audience-- approximately 18,
Therefore, the challenge of the Pro Plan Consumer Experiential Marketing Program was to generate awareness of, create a preference for, and drive sales of Pro Plan foods.
For starters, the tradeshow had the right audience-- approximately 18,
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
00 dog-loving consumers attending the tradeshow. Most of these consumers either have a dog, attend the tradeshow to help decide what breed to purchase, or attend to find a breeder to purchase from. They are of all ages, genders, and ethnicities—and all of them
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
are decision-makers or influencers of dog food purchases.
The overall goal was to re-focus the National Dog Show experience to integrate a Pro Plan experience. The way to do this was to immerse tradeshow visitors in the brand and to highlight the key message
The overall goal was to re-focus the National Dog Show experience to integrate a Pro Plan experience. The way to do this was to immerse tradeshow visitors in the brand and to highlight the key message
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
-- The Difference is Real—Real Meat, Real Experts, and Real Commitment -- and to drive at least 400 attendees to participate in the show plan promotion at their tradeshow booth.
By using a theater backed by content-specific interactive exhibit areas, they we
By using a theater backed by content-specific interactive exhibit areas, they we
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
re able to communicate the key messages:
• At the Real Meat area, a computerized Pro Plan Product Selector was used to find the right Pro Plan product for each tradeshow visitor’s own dog while communicating that the #1 ingredient of Pro Plan is Real Meat.
• At the Real Meat area, a computerized Pro Plan Product Selector was used to find the right Pro Plan product for each tradeshow visitor’s own dog while communicating that the #1 ingredient of Pro Plan is Real Meat.
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
• At the Real Commitment area, visitors learned about the animal rescue programs Purina supports and were given the opportunity to help support the cause.
• In the Real Experts area, tradeshow guests spoke with breeders and/or a nutritionist to learn how to t
• In the Real Experts area, tradeshow guests spoke with breeders and/or a nutritionist to learn how to t
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
ell if their dog is the right weight and get answers to other canine nutrition questions.
They also had attendees complete a Pro Plan Show Plan quiz and survey and, closing the loop, tradeshow booth staff gave away samples and coupons to drive visitors to
They also had attendees complete a Pro Plan Show Plan quiz and survey and, closing the loop, tradeshow booth staff gave away samples and coupons to drive visitors to
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
purchase now and in the future.
The solution was a totally integrated tradeshow exhibit marketing program that leveraged a live theatre and activities to attract and educate consumers.
To have a successful tradeshow presentation, you must push all the right
The solution was a totally integrated tradeshow exhibit marketing program that leveraged a live theatre and activities to attract and educate consumers.
To have a successful tradeshow presentation, you must push all the right
.
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
buttons of the tradeshow exhibit attendee—no 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 J
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
se McEnery Convention Center.
Remember, the next time you exhibit at a tradeshow, by adding a live, focused tradeshow professional presentation you will make your tradeshow exhibit more memorable and get a better than ever return on your tradeshow investment
Remember, the next time you exhibit at a tradeshow, by adding a live, focused tradeshow professional presentation you will make your tradeshow exhibit more memorable and get a better than ever return on your tradeshow investment
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.yourspace.org.ua/article/26437/yourspace-Live-Theater-Attracts-Tradeshow-Visitors.html">Live Theater Attracts Tradeshow Visitors</a>
BB link (for phorums):
[url=http://www.yourspace.org.ua/article/26437/yourspace-Live-Theater-Attracts-Tradeshow-Visitors.html]Live Theater Attracts Tradeshow Visitors[/url]
Related Articles:
Creating an Effective Employee Performance Management System
Bookmark it:
|