The E-Health Insider (EHI) Exhibition is held at the NEC each November and is a key event in the promotional calendar for IT companies operating in the UK healthcare sector.
We were already helping several clients with their stand presence and were approved by Improvata to develop an idea that had to not only create a buzz around the show, but also to increase our clients' show footprints and ROI.
And so Password Hunt was born...
A bespoke solution, we involved 10 exhibitors and entrants had to visit each stand and collect passwords, which were then recorded on a branded entry pad. Once the passwords were collected they were then inputted into an iPad on one of the partner's stands and those with correct entries were entered into a prize draw to win a £2,000 holiday, Kindle Fires and iPads.
91% of all entrants said that because of the competition, they visited stands of interest that they would otherwise have missed and the cost per lead generated for each participating partner was 92% cheaper than relying on lead generation activity from the exhibition alone. And we arranged everything, from developing the theme and getting the partners on board, through to the creative, administration and implementation including an exit poll and delivery of prizes.
As far as promoting the competition was concerned, we used multiple marketing channels covering pre-show, at the show and post show. Pre-show activities used included banners on the EHI website and an e-mail shot to the pre-registered database. At the show we really pushed the boat out in order to make maximum noise and used a double page spread advert and cover wrap in the Show Guide, pull-up banners around the hall placed at the entrances and other high traffic areas, floor tile graphics and on stand branding. In addition, leaflets were distributed around the hall and branding opportunities taken on the 'You Are Here' notice boards. Exit polls were also conducted in the form of an online questionnaire with feedback given to all partners.
Overall, the Password Hunt was positively received. The involvement of 10 partners rather than a single host not only enabled costs to be shared, but also meant that far better prizes could be offered thus leading to the highest level of interest and entry possible. Over 95% of entrants confirmed that they would participate in another Password Hunt, which is already being considered for the 2014 show. For the full results from the exit poll please click on the infographic above.