Firecrest Clinical

Destination

Firecrest’s goals were to:

• Launch its newest technology – a mobile version of its innovative software.
• Introduce its new branding.
• Generate qualified sales leads.

Starting Point

The 2011 DIA Annual Meeting was chosen as the platform to reach Firecrest’s goals with an effective, integrated trade show campaign.

The Journey

Pre-Show Promotion

• A “News Flash” teaser on Firecrest’s homepage hinted at what would become the big story of DIA 2011: Firecrest’s new mobile application.
• A press release promoted the unveiling of new technology and a Firecrest media event the first day of the show.
• Advertisements were created to generate anticipation.  These were placed in key industry journals leading up to DIA.
• An e-blast directed clients and potential leads to demonstrations and prize giveaways that would take place at Firecrest’s booth.

Show Promotion

• Dye-cut handouts in the shape of “obsolete” technologies generated booth traffic by listing Firecrest’s booth number, software demonstration times, giveaway prizes and a QR code to its Twitter page.
• The handouts were distributed by walkers dressed as three characters with “obsolete” technology: the rocker with a cassette tape boom box, the 1980s business person with a large outdated cellular phone and the photographer with an old-time camera complete with hand-held flash.

Media

• An advertisement in “DIA Daily” on the first day of the show tied into the at-show promotions and encouraged show-goers to visit Firecrest’s booth.
• A media event was held on the first day of the show to formally announce Firecrest’s new technology.
• Social media was utilized before, during and after the show as promotional tweets coincided with each step of the event.  During the show, Firecrest’s followers were invited to answer a technology-related trivia question and visit the booth with the correct answer to receive an iTunes gift card.

Lead Generation

• Booth surveys, both written and electronic, were developed to generate leads and identify the most qualified potential clients.

The Finish Line

With this campaign, SCORR helped get Firecrest exactly where it wanted to go:

• The number of highly qualified, immediate opportunities gathered at the show far exceeded Firecrest’s goals.
• A podcast, video interview and several e-newsletter articles were generated by the media event.
• Firecrest’s Twitter followers increased by 15 percent.
• After the show, ICON, one of the largest CROs in the world, acquired Firecrest, noting its innovative technology.