Trade Show Booth Research

AAEP SURVEY & GIVEAWAY

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How to REALLY Work a Show

When Luitpold Animal Health asked us to help them determine specific pharmaceutical preferences of the country’s top equine veterinarians, LePoidevin Marketing devised a solution by pairing its years of experience developing marketing strategies and extensive background in market research with its proprietary collection of Web-research and e-marketing tools, better know as Peabody – An Interactive Intelligence System.

We designed and administered an electronic Peabody survey over a three-day period in Luitpold’s booth at a major industry trade show. Two Internet-enabled computers were placed at the corners of Luitpold’s booth and a chance to win a valuable bronze equine sculpture was offered as a participation incentive. The survey took just over three minutes to complete, and 191 show attendees — equine veterinarians, who were the prime targeted audience — participated in the survey (27% above the target response rate).

Our Peabody system facilitated Web-based administration of the market research survey.  It allowed respondents to enter answers on screen, and automatically entered responses into a study database for analysis and reporting. The system also allowed for real-time data reporting, so we could check our progress on the show floor. Most valuably to Luitpold, we collected and analyzed the confidential data to conceive a strategic, educated solution, and presented our findings to Luitpold within days after the show.

Our in-depth data analysis, combined with our Peabody system reporting, eliminated the need for Luitpold to spend several weeks or months conducting market research.  With the luxury of in- depth market insight that can be gathered much faster
and more economically than conventional research methods, Luitpold left the show with the educated and qualified answers they needed — all at a very reasonable cost.

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