How a trade show organizer acquired 600 visitors for its Health Care trade show, with the help of The Testament®
Trade fairs are strategic platforms, bringing the industry together. The trade fair in the health care industry, organised by the client in context, creates such a platform, uniting both industry members with each other and members of the trade with their buyer and specifier groups. The trade fair in context is on the Indian Health Care industry, being organised on an annual basis in the capital city of Delhi. Based on recent data, the Indian healthcare market, which is worth around $100 billion, will likely grow at a CAGR of 23 per cent to $280 billion by 2020. The client in context is one of the largest and oldest non-governmental body in the country with policy advisory as one of its primary functions. It also organises trade fairs on various industries to spur buyer-seller interaction and give impetus to economic growth in turn. In order to acquire visitors for the event, the client partnered with The Testament® to conduct an on-ground visitor acquisition drive across Delhi for 2 weeks.
For the visitor acquisition drive, the target group was set as:
- Large hospitals
- Established nursing homes
- Popular medical clinics
The Testament activated 6 Faciliatators for this project, for 10 Working Days. The facilitators were tasked with acquiring business visitors for the trade show by pitching about the value proposition of the trade show. They were trained on the proprietary technology tool of The Testament – EnGame®, which gamifies training to better engage the facilitators.
While acquiring business visitors, the facilitators were equipped with Market Acquire app, The Testament’s proprietary technology. While this helped the facilitators to ensure no data was lost in the process of acquisition, the company received constant on ground data in the form of Voice Recorded Pitches, GPS Tracked Location History and On Ground Photographs of the pitch.
- 600 visitors acquired in 10 days
- Sold Out trade show
- On Ground Business Data for future trade shows
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