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Maximizing An Exhibit at a Veterinary Trade Show

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Challenge: The newly launched business of Veterinary Practice Partners wanted to quickly reach its target audience of current and retiring general veterinary practice owners, and decided to exhibit at the national AVMA trade show conference.  Nearly 10,000 attendees typically attend the AVMA conference, and the challenge was to bring this new business to the attention of the attendees as well as the press covering the event.

The Fetching Communications Solution: As with all campaigns, we began with identifying the most compelling messages that needed to be delivered to the audience of attendees and media outlets.  Our media outreach campaign focused on the veterinary trade outlets and development of a press kit to introduce the founder and the company’s philosophy to the journalists.  We spoke to the reporters in advance of the show, sharing the news hook about veterinary practice management, and set up interviews for the founder.  A Fetching team member accompanied VPP to the conference to facilitate media inquiries and booth tours.

The next step was to build the brand for VPP, and Fetching designed and then launched a website to educate veterinary practice owners about the benefits of working with VPP.  The website url was then wrapped into the marketing materials Fetching created to support VPP’s debut in the veterinary industry.  Fetching developed a logo, letterhead, business cards and rack brochures.

In addition, Fetching designed and produced VPP’s exhibit booth display, an 8’ x 10’ curved backwall and retractable banner, along with eye-catching oversized postcards that were delivered to the trade show attendees prior to the show.  The postcards encouraged attendees to come to the VPP booth and meet the founder and enter a drawing to win an iPad 2.  Fetching also designed several promo items, including memo pads, pens, and polo shirts, with the VPP logo and website URL imprinted.

The Client’s Results: Our media outreach campaign resulted in significant coverage for Veterinary Practice Partners, including a front-page story on the cover of the April 2011 issue of Veterinary Practice News, one of the veterinary industry's most respected, and well-read, publications.  That article was in turn read by the owner of a veterinary practice who then became VPP’s first client. On-site media interviews were coordinated by the Fetching associate who attended the show, allowing the CEO to focus solely on networking and interacting with conference attendees.  More than X number of attendees came to the booth, enabling the CEO to build up a prospect list.  Moreover, the takeaways at the booth ensured that the VPP brand would stay with the attendees well after the trade show ended.