For STEBA Biotech, we provided the communication and stand concept for their participation in the EAU congress in London. Steba Biotech won the Best Booth Award with this concept. And what is the secret?Steba Biotech won the Best Booth Award with this stand concept. And what is the secret?“A new light on prostate cancer treatment”
Steba introduces their new treatment for prostate cancer at this congress (treatment based on light therapy in combination with a medicine). This new method sheds a new light on the treatment of prostate cancer. That’s why we came up with the concept: “A new light on prostate cancer treatment”. The concept is aimed at Urologists.All phases of the visitor journey have been considered.
Visitor journey
It’s no coincidence that Steba Biotech won the Best Booth Award; all phases of the visitor journey have been considered. We explain this using the Touch – Tell – Sell model
- Touch – trigger and activate the visitor
- Tell – knowledge transfer
- Sell – inventory visitor and appointment for follow-up
Touch:
- Large eye-catchers above the stand with Steba Biotech logos
- Fast video clip with highlights and press moments on big screens
- Interactive knowledge quiz on touch screens along the aisles
- Well-trained hostesses with substantive knowledge
- Advertisements in the congress magazine and emailings beforehand
Tell:
- 360 experience with VR glasses with video report of an operation
- Various iPads with demos, animations and substantive information
- Demo equipment
- Performance as a speaker at substantive sessions
Sell:
- Seats in the stand for substantive conversations
- Hospitality bar with good catering
- Good registration tool for recording leads
- Elaborated plan for follow-up after the exhibition
So? What is the secret?
The secret of this award-winning stand: The secret lies in the integrated approach and the clear communication message. The stand construction is fully focused on the message that is being told. Moreover, the message is clear and the same everywhere. On the stand, one could get information in different layers and the target group could always take a step further, up to attending a (3D filmed) operation. This made it possible for every urologist to get information that perfectly matched his needs at that moment. From a short first impression on the large video screen to an extensive conversation with a demonstration on the stand with a Steba employee. And everything in between!
The jury was impressed by this approach and awarded the award for best exhibition stand to Steba Biotech.
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