IDEXX_GES

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IDEXX_GES

  1. 1. Case Study | IDEXX LaboratoriesIDEXX:Integrated Marketing SolutionsOverviewIDEXX laboratories is the global market leader in diagnostic andinformation technology solutions for animal health. They cameto GES to create an entirely new booth experience that wouldeducate attendees on IDEXX’s multiple product offerings in anengaging and memorable way. From custom booth designs, toan integrated marketing campaign and completely measuredinteractive elements, GES created an award-winning experiencethat spanned from pre-show buzz to post show sales.ges.com | 800.424.6224©2012 Global Experience Specialists, Inc. (GES)
  2. 2. Case Study | IDEXX LaboratoriesObjectives• Create a new, memorable exhibit experience for all attendees.• Educate veterinarians and technicians, their practices and patients on IDEXX’s 8 different product lines.• Obtain accurate data for IDEXX’s CRM system and close sales.Solutions• GES designed three unique exhibits including a 20x50’ corporate exhibit, a 10x20’ patient focused exhibit and a 10x20’ closing space.• The Pre-Show campaign consisted of Direct Marketing collateral, an email invite that linked to a custom landing page, as well as a Facebook page.• The corporate exhibit housed an interactive theater including a Diagnostic Challenge.• Touch screen presentations, 3D animations, product demos, 30+ educational videos and electronic literature offerings allowed attendees to engage with and learn about IDEXX’s 8 lines of business and product offerings.• All interactions were measured, allowing IDEXX to fine tune their offerings for future shows, as well obtain valuable client information for their CRM system.• Post-Show content included an email follow-up to attendees and fulfillment of e-Literature requests.ResultsGES measured every step of the attendee experience from themoment they entered the booth to the moment they left. Thisbehavioral data helped IDEXX to understand areas of interest, level Testimonialof engagement, and length of stay. These leads were integratedinto IDEXX’s in-house sales management system allowing their “The depth and breadth of [GES]’ capabilities fromsales team to implement a post show follow up. Overall, the design, marketing, and technology has just been amazing. Anything that we could think of theymetrics showed that attendee engagement was much higher than could do.”previous years for IDEXX. The total integrated campaign that GESprovided earned IDEXX a coveted Best Booth of the Year award at — Colleen Craig, National tradeshow manager,the NAVC. IDEXX Laboratoriesges.com | 800.424.6224©2012 Global Experience Specialists, Inc. (GES)

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