Hot product. Hotter results!
Improving Results. A Case Study:
Reclaiming the Brand

The Client:
A medical device developer known primarily for a single product that helped surgery patients avoid hypothermia and its corresponding negative medical outcomes.

The Opportunity:
While their product had close to 75% market share in health systems and ERs, most buyers didn’t actually connect the product with the company – It had become it’s own brand. Cross-sell opportunities were becoming more difficult and plans for future product introductions meant it was time to lay the groundwork for a more cohesive brand identity.

The Assignment:
Reposition the company brand name and increase booth traffic at a trade show held in Miami – during the heat of summer!

The Campaign:

  • New brand identity guidelines gave a cohesive brand presence across all channels – from advertising and direct marketing programs to collateral, creating a roadmap for their tradeshow booth properties and other materials.
  • An initial print ad introduced the new brand, while simultaneously reinforcing our client’s primary USP, followed by an ad specifically for the annual show
  • Direct mail to pre-registered tradeshow attendees reinforced the client’s key messaging via a multi-panel brochure, letter and offer buckslip for a beverage can cooler which could be redeemed only at the booth and only during the show.

The Results:
Historically, the client’s tradeshow attendance had been approximately 7%.  As a result of their new activity, a more conceptual and creative approach to their advertising and direct marketing efforts, booth traffic for the Miami show was up over 380% — with 34% of the target list making it a point to visit the client during the show. The following year, attendance was at another 33% response rate.*

The ROI:
Ultimately, the program reinforced the client’s leadership position with purchase influencers and hospital procurement departments. Overall sales increased, and new product introductions had greater credibility and acceptance.

Find out how indigoOne can help you generate results like these on your next marketing project!

Contact us at: 612 349 2711 or email paul@indigo-one.com
 *Results are not typical and can never be guaranteed due to a variety of external factors.