Extending the Value of the Tradeshow Investment

Digital strategy increases awareness of St. Jude Medical’s presence at the TCT 2010 conference and supports visibility around the new product launch.

We capitalized on pre-, during, and post-show interest in clinical information among conference attendees. Digitizing content and targeting the attendee audience through online media channels helped to extend the reach and value of the offline tradeshow investment. Engagement on the new product page peaked after the products’ conference debut, with keyword demand increasing by 67%.

St. Jude Medical Lead Generation Value by Channel

To test the effectiveness of mixed media combinations, we developed a three-phase program to evaluate audience engagement levels when email blasts, direct mailers, and paid search advertising were implemented. Through a mix of A/B form testing and ongoing search optimization, we increased conversion rates by 85% and found that lead generation was highest when a combination of email and direct mail were in market.

Yoplait Smoothies California Heavy-Up

Brand Messaging + Hyper Focus:

When national programming introduces potential waste due to predictable factors (increased competitive or limited distribution), then create your own national footprint. FRWD partnered with Yoplait Smoothies to more accurately control media delivery at national scale, yet at local level targeting.