Another Game Changer....
The integrated program Czarnowski developed and delivered for Purdue late last year just won a prestigious Gold Ex Award in the category of Best Integrated Trade Show Campaign. The awards were presented at the Ex Awards Dinner in Chicago on
May 3.
The Ex Awards, sponsored by Event Marketer magazine, is a recognition program honoring excellence in event and experiential programs. The Ex Awards are billed as the preeminent awards for event marketing and they are the only awards judged entirely by brand-side marketing professionals.
All winners will be profiled in Event Marketer’s annual ‘best of the best’ issue which drops in June. In the meantime, if you want to learn more about the awards program go to eventmarketer.com.
Following is an excerpt of our awards entry. Attached are some exhibit images and a list of Ex finalists across 30 categories. Congrats to the entire team for being part of this success story and making Purdue a very happy customer! For more info, contact Nick Simonette (Atlanta) or Tom Firsby (Orlando).
Highlights from our Ex Awards Entry:
Event:
American Academy of Family Physicians Scientific Assembly 2009
30’ x 40’ exhibit
Client Overview:
Purdue Pharma L.P., is a privately held pharmaceutical company founded by physicians, dedicated to finding, developing, and bringing to market new medicines and related products that improve health outcomes. It is known for its pioneering research on persistent pain, a principal cause of human suffering.
What were the client's primary objectives for this event or experiential program?
Brand Objective
Create a presence and experience appropriate to the Purdue brand: comfortable, professional, ethical, approachable, trustworthy, dedicated, low pressure and low profile. This required exceeding PhRMA code guidelines, maintaining an education focus, and not employing games, gimmicks, or giveaways.
Functional Objectives
· Get physicians into the booth.
· Educate physicians about new and existing product.
· Provide adequate scientific data and education so that physicians consider trying the new product with appropriate patients.
· Invite physicians to continue the dialog through follow-up rep visits.
What was the solution to the client's marketing objectives? (Word Limit: 400)
A new exhibit was designed based on observation of prior exhibits and target audience research.
Solution: Rather than employ a theme, game, giveaway or other “wow,” Purdue achieved success by fine tuning the touch points of its visitor experience.
Research: Revealed that the physicians would be more likely to enter—and stay in—an environment that felt comfortable, relaxing, and low-key.
Environment Design: Achieved a comfortable, low-key ambiance. No element is dominant or overpowering. Simple columns, fabric elements. Open plan facilitated easy entry from all sides. Light and neutral finishes bathed in softly evolving tinted light. Light levels set high enough for good vision but low enough to eliminate glare.
Sensory appeal: Familiar and soothing stimuli engaged visitors’ senses, increasing comfort and recall.
· Smell—a light, familiar, comforting scent was integrated into the environment.
· Sound—adult contemporary instrumental music played softly in the background.
· Touch—premium carpet pad makes visitors feel like they are walking on a cloud.
Messaging Hierarchy: A simple three-tier hierarchy.
Product education: Ergonomically positioned touch screen interface stations educated visitors about new and existing product. Random-access to static and animated education facilitated customized encounters. Five table-top units facilitated rep-assisted interaction. Four wall mounted units facilitated self-serve interaction. The abundance of units eliminated waiting and enabled each visitor to experience a customized presentation.
Staff objectives: As in prior years, the staff was handpicked—reps who are comfortable working in the trade show environment. New this year: the staff was assigned specific performance goals—including getting physicians to indicate that they would be willing to consider trying the product on appropriate cases.
Staff preparation: Pre-show get-together to practice using the interactive technology and role play.
Staff empowerment: The staff decided what the best experience for each visitor would be based on input and conversation. They could personally stay with the visitor, transition them to another rep, escort them to a self-service kiosk, etc.
Any other important factors that were meaningful to the success of the program?
Success factors:
•Sensory appeal was used to increase visitor comfort.
•Sensory elements were used as an ice breaker to draw in visitors.
•Architecture created ambiance rather than making a statement.
•The approach was education, not sales or product promotion.
•Staff empowerment and ample supply of technology tools enabled customized experience and engagement.
•Electronic data capture facilitated measurement and customized follow-up.
What were the results?
•The number of visitors entering the exhibit and participating in data capture increased 293% versus 2008.
•71% of visitors indicated interest in the new product.
•45% of visitors indicated interest in existing product.
•61% of visitors indicated they would consider trying the new product with appropriate patients. This exceeded goal assigned to booth staff by 256%
•62% of visitors requested a follow-up visit from a representative.
•The exhibit staff rated pre-meeting communications and planning as: 5-outstanding. (In 2008, the staff rated the exhibit as 4-very good.
