Case Study - Events Client: Forest Laboratories UK Ltd What was once a stand-alone educational events programme is now a key part of Forest’s fully integrated external communications programme Issues The programme Nobull inherited was: - well established
- lacked focus on end user
- not making most of large investment
- lacked integration with other marketing activities
- had weak brand & product association
Results - In 2002 over 2000 individuals attended events
- Average of 4 sales appts made at each event
- 28% response rate to all events - 95% attendance on day
- 30% of delegates book online - web traffic rose by 45% in 2002
- 96% of attendees will attend future events
- 92% rated speakers as excellent or good
- Has integrated events in line with overall marketing focus to maximise usage of Forest’s website
Case Study II Client Forest Laboratories UK Ltd Issues - The challenge was to organise a gala dinner in Italy for 275 healthcare professionals - in just four weeks
- Guests already in Italy for conference
- Competition from other exhibitors hosting events
- Previous events lacked focus & branding
- Previous gala events realised very little return on investment
Results - Took on role of lead agency
- managed all aspects of project from venue search to invitation design and mailing
- Utilised venue finding expertise - 15th century Villa
- Site visit prior to event
- Consistent ‘look’ and branding on all invitations, web information, signage at events
- 275 attendees
- Nobull present at event to manage all aspects leaving client free to network
- Followed up every guest by DM /email
- Photo gallery available on website - increased traffic
- Personal feedback from many guests
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