Distributor: Club Colors LLC
Client: Worldwide Clinical Trials
Target audience: 5,000 conference attendees
Other media used: Web, email, direct mail
Total program cost: $18,550
Program’s primary objective: Worldwide Clinical Trials wanted to make a statement at its conference, which is attended by potential clients and those involved in cutting-edge medical processes. With this high-level clientele, it’s a challenge to drive traffic to a booth. “We collaborated with the client and decided how many touches we could do and how we could get people excited,” says Jessica Gibbons-Rauch, director of program development for Club Colors. “We came up with a campaign that would draw people to the booth, keep them there and have them talk about it afterwards.”
Strategy and execution: The overall theme used by the client was “Let your clinical research rise above the ordinary.” First, Club Colors delivered a flyer that replicated an airline ticket to the target audience’s hotel rooms. This qualified them to come to the trade show booth. Once the visitors arrived, they were led through an experience that tied everything together. “The booth staff were dressed as pilots with aviator sunglasses and they gave mini drones to the recipients,” says Gibbons-Rauch. The booth had a “safe flight” area where the drones could be flown and staff aviators were present to help with the flight practice. The visual drove additional traffic to the booth because everyone wanted to try a drone. Once visitors received their mini drone, they could sign up to win a larger drone and were invited to a later event the client was hosting. “People were coming to the booth and standing in line for their turn with the drones,” says Gibbons-Rauch. “This campaign resulted in us winning the client and doing more projects with them, as this was their first big project with Club Colors.”
Results: The client increased both booth attendance and attendees to their later event. They experienced a 245% growth in booth card swipes (versus 2015) and 125% higher attendance to the client event.