Generating leads ahead of international trade fair event, MEDICA
Having obtained various patents around the world for its next stage of OPM smart wearable sensor technology, Carelight decided to use the world’s leading medical trade fair, MEDICA 2022, to showcase its new technology. As a relative newcomer to the commercial market, it required assistance with the promotion of its technology; specifically, the team was looking to generate leads for face-to-face meetings with business contacts from its global target market at the event. It was our objective to work with Carelight to deliver promotional assets for the event and to generate those all-important leads.
V Formation’s Andy and Joss took the lead with the project, by liaising with Carelight to identify its target audience and develop the key messaging it wanted to showcase at MEDICA, and through its social media. Our digital marketing executive, Jo, was responsible for creating the promotional material for Carelight’s stand at the event, alongside the copy and graphics to use for the social media campaign.
Placing Carelight in front of the right audience
We initiated a short, concise, and engaging social media campaign for Carelight’s LinkedIn page and team members’ profiles to gather momentum, coverage, and engagement ahead of, during and following the event. Furthermore, we engaged with Carelight’s web designers to create an explanatory landing page to direct traffic and enquiries from Medica through a QR code located within the branding on its stand.
We also engaged with and generated face-to-face meetings with contacts from global organisations, that were identified by Carelight as its target market. This was achieved through the LinkedIn campaign and the event’s messaging platform.
As a result, we hit the target set by the client and delivered:
- 50 targets identified and messaged
- 10 face-to-face engagements at Medica
- 1 pre-event site visit to Carelight HQ
- 1 post-event lead
Together, the results obtained have moved Carelight forward in its quest for potential new partners for its latest OPM smart wearable sensor technology.
Martin French, co-founder and CEO of Carelight Sensing, said:
“As a start-up, we make use of external contractors for specialist support. In V Formation, we have found a company that really understands our early-stage marketing and PR needs and whose culture is tuned to supporting us make rapid progress in developing and promoting our brand. We worked closely as a virtual team in the development of website design and content and an excellent social media campaign promoting Carelight at Medica. Many thanks to Joss and Andy for delivering on our expectations, and we’re looking forward to working with you again in 2023.”
V Formation’s marketing account manager, Joss Braithwaite, adds:
“There’s no doubt that this project was challenging. The campaign was time-consuming and required good research and excellent comms skills, but it was ultimately very rewarding as we were able to deliver what the client wanted. LinkedIn is a great platform if used well; it’s definitely good to have in the digital toolbox.”
