©2011 Global Experience Specialists, Inc. (GES)

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Case Study | P&G Pet Care

Performance art meets pet nutrition for P&G Pet Care

Overview

P&G Pet Care needed a show-stopping experience to promote its newest line of pet foods at its largest industry event, the North American Veterinary Conference (NAVC). GES created “The Art & Science of Balance,” an integrated marketing campaign designed to immerse attendees in the principles of P&G Pet Care’s brand — health, strength and balance. A unique and engaging product video accompanied by in-booth “balancing acts” brought the campaign to life and delivered award-winning results.

©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Case Study | Name

Objectives

Develop an integrated marketing campaign of pre-, at-, and • post-show touch points to increase brand awareness and leads while driving traffic to P&G Pet Care’s booth and website.

Create an exhibit that captivates and educates attendees while • distinguishing P&G Pet Care as the go-to source for pet foods.

Increase veterinarian recommendations and sales of Iams • Veterinary Formulas, Iams and Eukanuba pet foods.

Solutions

Pre-show direct mail drove traffic to P&G Pet Care’s • website where prospects could pre-register, fill out a survey and view a teaser video for the event.

The dynamic booth design featured interactive components, a • large-screen theater, numerous lead stations and fabric panels to visually illustrate the idea of movement and balance.

At-show activities included acrobatic performances • and a presentation of the “Art & Science of Balance” video featuring unique shadow art performances by internationally-acclaimed Pilobolus Dance Company.

Staff training and measurement stations helped P&G Pet • Care collect a record number of qualified leads, while premium giveaways aligned with the campaign theme.

Post-show thank you email and post cards reinforced • P&G Pet Care’s brand message and drove traffic to its website for additional product information.

Results

P&G Pet Care captivated its target audience and • doubled its qualified leads from the previous year.

P&G Pet Care won best booth experience and “Exhibit • of the Year” at its largest industry event, NAVC.

The American Veterinary Exhibitors’ Association (AVEA) awarded • P&G Pet Care the 2010 Award for Outstanding Leadership.

Exhibitor Magazine• awarded P&G Pet Care its coveted Sizzle Award and wrote a five-page story on the Art & Science of Balance campaign. Read the full story here.

Testimonial“The Art & Science of Balance’ campaign com-pletely exceeded our expectations. It generated the most significant bottom-line results of any vet-erinary conference in our company’s history. Our employees, customers and prospects loved it. Our booth was busy during the entire conference and we doubled our qualified leads.”

—Bud Most, National Events Manager, P&G