2. EXPERIENTIAL MARKETING
New Product Introductions – A motivating experience or
daunting challenge?
Novartis Unveils the EXELON® “Attic”
Have you ever had a product on the market that’s highly regarded and widely used, but recent enhancements have altered its familiar form, look and feel? Then you know how challenging
it can be to convince both current and potential users that the new version has unique benefits, making it a superior alternative to its predecessor.
Novartis, a world leader in the research, development, manufacturing and marketing of products to protect and improve health and well-being, faced this very challenge as it recently
prepared for two of its largest trade shows. Novartis’ goal was to successfully launch its new EXELON® PATCH – an innovative alternative to the EXELON® pill as a means of delivering
effective medicine to Alzheimer’s patients.
Novartis’ objective for Derse was an exciting challenge. They were not
seeking a new exhibit, but rather an experiential environment that would
bring EXELON® PATCH messaging to life. Success of that environment
would be based on:
• Increased contact time per visitor.
• Maximized message recall.
• The degree to which attendees would find the
space stimulating.
Novartis EXELON ® Attic Moderator-led interactive audience
response gauges message retention
3. Derse’s Seed Idea, “The Exelon Attic,” was designed to invite discovery, bring EXELON® PATCH messaging to life in
memorable ways, and look like nothing else on the show floor.
Upon entering the “Attic,” visitors were presented with an oversized replica of the EXELON® PATCH. An RFID chip within the
patch enabled visitors to interact with the “accessories” in the attic. It also tracked their movement throughout the booth,
providing thorough ROI/ROO metrics.
Throughout the “Attic” Derse employed objects one might find in an attic as vehicles for attendee interaction with EXELON®
PATCH messaging:
• An old-fashioned dress form highlighted areas of the body where the Patch is best applied.
• An interactive, oversized Jenga-type game conveyed the Patch’s cognitive benefits.
• A home movie-styled audience response activity gauged retention of key messaging and Patch benefits.
Interactive “memory” quilt adds electronic
• A large-scale, electronic “Memory” Quilt was built as visitors added electronic “patches” containing personal memories. “patches” with personal memories
Smarter Results:
Derse achieved ROO for Novartis on their key objectives,
specifically:
• The EXELON® Attic attracted and engaged an average of 1,199
key customers over the duration of both shows (AAN and APA).
• More than 35% of those attendees interacted with at least
three out of the five engagement activities, each of which
exposed them to relevant EXELON® PATCH messaging.
• Contact time per visitor averaged nine minutes.
• Message recall was heightened through an average of 363
attendees engaging with the ARS activity.
• Following the first two shows the brand team requested
additional booth staff to engage the physicians due to the
length of time the physicians remained in the booth.
Jenga-type game highlights Old-fashioned dress form indicates
cognitive benefits ideal patch placement
4. GREEN EXhIbIT MARKETING
It Is Easy to be Green
Delta TechOps Debuts New Exhibit at MRO
Do you have the impression that a “green” exhibit will cost more than an exhibit constructed “Focusing on objectives with a commitment to increasing our
from typically used materials? While it is true that environmentally-friendly materials can cost North American MRO sales resulted in our most successful MRO
up to 30% more than other materials, striking exhibits with green materials can be created
Show ever. The exhibit design was the stand-out in the show and
within budget when this approach is incorporated from the beginning of the creative process.
Delta TechOps achieved just this, with their 20’ x 50’ exhibit at the MRO Conference.
received accolades from Show Management and competitors
alike. The message communicated was not overlooked! An
At MRO, Delta TechOps’ new exhibit goals were to: open environment for collaboration fit our corporate culture
• Use environmentally-friendly materials in 40% of the booth. perfectly. Derse worked diligently to find recycled materials
• Strengthen relationships with more than 70% of top tier North American MRO customers.
to demonstrate our commitment to the environment. We are
• Identify new sales opportunities with more than 25% of top tier customers.
• Focus on new customers and develop additional relationships to generate 10% taking the same concept to Europe and Asia next.”
revenue growth in 2008. —Tim Boldt, Marketing Manager, Delta TechOps
With the goal of integrating green materials wherever possible, Derse designers created an
environment that was both significantly green as well as open, welcoming, warm, and rich
– all of the characteristics that are embodied in a Delta Crown Room. To further strengthen
the tie with Delta Crown Rooms, guests were personally guided to a raised hospitality area
where they were offered a drink or appetizer at the bar. Guests also had the option to sit
down in casual seating areas, at bar tables or in a private conference room.
Smarter Results:
This exhibit design was produced from 47% green/recycled content through the use of
bamboo, cork tiles, recycled carpet, and environmentally certified laminates. In addition,
Delta reached their other goals:
• Spent meaningful time with 80% of their existing top tier North American customers, which
helped to strengthen relationships.
• Identified new or expanded upon existing opportunities with over 30% of their top tier
customers that moved the sales process forward.
• Generated and further developed opportunities with new customers that represented
a 20% revenue growth for 2008.
Delta’s Green Booth at MRO 2008
5. EXhIbIT MARKETING
honeywell Changes Gears
Revamps Face-to-Face Marketing Program
Situation. You’ve been tasked with evaluating the state of your face-to-face marketing attending industry events such
program: Are you attending the right shows? Reaching your targeted audience? Is as road shows, roundtables,
your booth environment engaging that target? Is it communicating the appropriate user conferences and client-
messaging? Are you maximizing your ROI/ROO? sponsored events rather than User Group environmental graphics
traditional trade shows.
Simply considering these questions can be intimidating; devising a solution can prove
daunting. When Mara Weber with Honeywell Process Solutions (HPS) found herself in this Based on these findings, Derse developed a Strategic Plan recommending that HPS reduce
situation, she turned to Derse for help with her primary objectives: its booth size at some shows to be more commensurate with engaging the reduced potential
• To implement a strategic overall process for Honeywell’s face-to-face marketing program. audience. In addition, these findings prompted Mara to decrease the number of traditional
• To fully understand and maximize the specific market opportunities available at each trade shows in favor of proprietary, industry-related events. To fully maximize her opportunity
of the shows in the trade show program. at these events, Derse helped define the appropriate
presence, integrating experiential marketing activities
Innovative solution. Derse provided an overall assessment to attract interest and generate qualified leads.
of Honeywell’s program, including detailed research on the
attendance and audience break-down of every show they were Smarter Results:
attending. Derse also researched Honeywell’s top competitors Honeywell implemented the suggested plan and, as a
and analyzed their approach to face-to-face marketing. result, was able to:
• Implement a strategic planning process for the
The research indicated that the audience(s) at the traditional overall face-to-face marketing program.
trade shows HPS was attending had changed. They were • Create strategic show plans with metrics for each
smaller and many of the highly desirable targets were now show.
• Reduce participation at traditional shows by 50-60%
while increasing participation at roundtables, user-
conferences, road shows, etc. by 30-40%.
• Increase leads from all sources by 71% from Q3/4
2006 to Q1/2 2007.
Honeywell Users Group Entrance Research and results reports
6. INDUSTRy INSIGhT
Derse Fosters Education for Exhibition Industry Design Students
Russ Fowler Teaches Trade Show Exhibits Master Class
Have you ever wondered what degree your exhibit designer holds? How they learned the
“ins and outs” of exhibition design? If so, you may be interested to learn that the Fashion
Institute of Technology (FIT), located in New York’s Garment District and perhaps better
known for its fashion programs, offers a Master in Exhibition Design that Derse supports
through its participation in the Exhibit Designers & Producers Association (EDPA).
The EDPA Education Committee has formed an alliance with FIT to support the Masters
program. As Chairperson of the committee, Adam Beckett works with FIT’s Graduate
Exhibition Design Chairperson, Brenda Cowan, to establish initiatives that are beneficial
to the students enrolled in the program. Some of these initiatives include:
• Classroom Participation – EDPA members are encouraged to participate in the
classroom as lecturers and instructors. Russ Fowler (seated left) critiques student’s concepts
• Professional Internships – FIT/EDPA Sponsors interview and select students for “real
world” internships in exhibit design. This fall, Russ Fowler, Senior Director of Corporate Creative, will teach a multi-session
• Thesis Judging – In the spring, FIT/EDPA Sponsors travel to New York to critique Trade Show Exhibits Master Class. The class will focus on exhibit design within the
students’ thesis projects, which exposes them to the critiquing and interviewing corporate environment with an emphasis on large-format projects. Students will be
process they can expect from an exhibit company. introduced to various exhibit formats and their fundamental components. Topics will
also include:
• Show regulations
• Green exhibiting
• Audience engagement approaches
The class culminates with one of the fall semester’s significant design projects: a 60’ x
70’ island exhibit for a K/BIS show exhibitor. Russ will provide in-class instruction and
workshop facilitation as well as critique the students’ final projects. This is the second
year in which Russ has presented to the students at FIT.
Derse is proud to support this program and is honored to play a role in preparing students
for the real world of face-to-face marketing.
FIT Masters class
