Congratulations to 3D Exhibits client Hill's Pet Nutrition for winning two prestigious awards competitions: the EXHIBITOR Magazine 22nd Annual Sizzle Awards and the ANA (Association of National Advertisers) B2 Awards, for its integrated trade show exhibit marketing campaign at VMX 2019! Hill's mission was to launch its new Hill's to Home delivery service by integrating program messaging into as many aspects of its presence at VMX (Veterinary Meeting & Expo) as possible. The judges' accolades confirm that Hill's mission was accomplished on all fronts.
The EXHIBITOR Magazine Sizzle Awards recognize the world's hottest trade show exhibit promotions. The Hill's campaign will be featured along with other Sizzle winners in the October issue of EXHIBITOR. Hill's was a winner in the Integrated Program category.
The B2 Awards recognize and honor B-to-B marketers, agencies, and suppliers who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions. The competition is sponsored by ANA, the Association of National Advertisers. Hill's Pet Nutrition was the overall winner in the Integrated Trade Show Marketing Program category.
The trade show integration of the Hill's to Home campaign delivered on the following objectives:
1. Drive traffic to the exhibit.
Pre-show emails and conference bag inserts elevated Hill's to Home to attendees' top of mind before they'd even stepped foot on the show floor — as did its sponsorship of the conference opening ceremony. At the opening ceremony Hill's made its sponsorship exceptionally memorable by weaving its message into the show: drummers utilized stacks of Hill's to Home boxes as their drum sets, and deliverymen in Hill's to Home jumpsuits delivered Hill's to Home packages. There was even a delivery by parachute!
Hill's also secured a sponsorship of the show floor golf cart transportation service and cleverly conveyed their message with the statement, "Let Hill's Deliver."
2. Introduce Hill's to Home and communicate the program's benefits to veterinarians.
Attendees eagerly awaited their opportunity to participate in the Quiz Bowl, a Jeopardy-style game that reiterated the customer benefits of Hill's to Home. In addition, there were several other booth activity stations that increased awareness of the program and educated attendees, including a presentation area and a photo opp. As attendees waited to participate in each activity station, Hill's reps highlighted Hill's to Home and encouraged attendees to sign-up.
3. Have veterinarians sign their clinic up for the Hill's to Home program.
After engaging in different activities in the exhibit and learning about the benefits of the Hill's to Home program, attendees were encouraged to relax in an area resembling a living room — complete with couches, pillows, and a coffee table that displayed digital content. This area facilitated additional education, conversation, and sign-ups. Attendees were also incentivized to sign-up with the promise of a raffle entry to win a trip to Hawaii.
Hill's Pet Nutrition was one of just five Sizzle award-winners and among the top B2 award-winners. Congratulations to our client on these two great wins!