NEWS & UPDATES

May 31, 2007 In Archives By Advent

A Pampering Affair

Who wouldn’t enjoy free spa treat­ments in a casual atmos­phere after trav­el­ing to an indus­try trade show? Advent worked with a com­pany in the health­care indus­try to host just such an event for its prospects and clients at a recent trade show.

Advent’s client strug­gled with how to more effec­tively con­nect with its audi­ence of nurs­ing pro­fes­sion­als at trade shows. Their goal was to strengthen their brand’s aware­ness and esteem among nurses and nurse super­vi­sors who are a pri­mary point of con­tact for the com­pany.

Advent rec­om­mended a “Pre-Show Spa” event by invi­ta­tion only to prospec­tive clients as well as some cur­rent cus­tomers. The event was designed to pam­per atten­dees and to con­nect the client’s brand with the attrib­utes of a warm, invit­ing and sup­port­ive part­ner.

Each invi­tee received a vel­lum invi­ta­tion by mail. As they checked in to the con­fer­ence hotel they received a “reminder kit” which included a can­dle and T-Shirt with the company’s logo, as well as a reminder invi­ta­tion card.

The spa occurred just before the show’s open­ing recep­tion. Com­pany per­son­nel greeted each attendee as they entered and guided them through the spa’s var­i­ous stations.

Atten­dees were treated to man­i­cures, paraf­fin hand treat­ments and neck mas­sages and were offered refresh­ments while they waited. This relax­ing envi­ron­ment cre­ated an invit­ing oppor­tu­nity for the com­pany to con­nect with their tar­get audi­ence. Most atten­dees stayed for the entire event and used the chance to social­ize and net­work with their peers.

A whop­ping 71% of invited prospects and cus­tomers attended the event — includ­ing some of the largest “case stud­ies” and “ref­er­ence” cus­tomers for their com­pe­ti­tion.

Buzz from the spa event con­tin­ued at the trade show as the atten­dees came by the booth for more infor­ma­tion. The client declared the event an over­whelm­ing suc­cess, so much so that they men­tioned it in its quar­terly Earn­ings Call. In a post-show memo to employ­ees, the Direc­tor of Sales said that the event helped make them the “It” com­pany of the show.

Authored By Advent

Advent partners with organizations to help them visually express differentiation.