Challenge: To stand out at conferences and scientific meetings where pens and notebooks are the traditional giveaway fare
Tradeshow and conference giveaways, depending on the products you choose, help you achieve a variety of marketing and sales goals. Take for instance a funky, bold product; it generates attention and desire among attendees, driving a swarm of people—some qualified, some not—to your booth. On the other hand, a traditional, more conservative product designed for office use drives less traffic but causes your brand name to linger as recipients take the giveaway back to work. An inexpensive product is meant for the most hands; an expensive product, for the right hands.
AdvanDx is one firm that uses the tradeshow and conference circuit to great advantage. This developer and marketer of molecular-based, in vitro diagnostic tests for infectious diseases, with R&D facilities in the U.S. and Denmark and sales and marketing offices throughout the U.S. and Europe, regularly attends scientific meetings and conferences from Boston to Barcelona and beyond. During these events, the AdvanDx team presents research findings and interacts with colleagues—and potential customers—in the microbiology and infectious diseases spaces. The AdvanDx team learned early on that USB drives work well at such events; everyone seems to want one whether among the target audience or not. AdvanDx currently uses USB drives at all U.S. conferences and meetings and plans to incorporate them into international events as well.
Solution: A full-color, branded, one gigabyte USB 2.0 flash memory drive
In preparation for one upcoming session, the AdvanDx team contacted ePromos Promotions Specialist Caitlin Powers. Caitlin directed the team to several USB drive options, including the drive they ultimately chose: a full-color, one gigabyte USB 2.0 Flash Memory Drive. Fully customizable with a four-color process—not to mention compact and lightweight—this ingenious storage device plugs into any USB port. Recipients can use the drives to run applications, view videos, play MP3 files—and view your preloaded company and product literature.
The team ordered 500 units for the various department heads and chiefs, lab directors and microbiology technicians they knew would be in attendance. Their plan: to drop a postcard offering the drive in the session bags given to each participant. When the participant arrived at the booth bearing the card, they would receive their free USB drive. The team also carries traditional promotional pens and notebooks but, because all the other exhibitors do, too, feel the USB drives help AdvanDx stand out.
Result: Run on USB drives proves product’s popularity but leaves some disappointed
The drives, as expected, outperformed once again. And as before, even with 500 units, the drives quickly ran out. People arriving at the AdvanDx booth late expressed disappointment when they learned the USB drives were gone—a good indication of the promotion’s usefulness and popularity. Those who did receive the drives said they liked being able to take with them—in their pocket!—multiple PointPoint presentations and scientific papers in electronic form rather than having to carry binders, books and paper.
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