AAO MEETINGS ON DEMAND: INTEGRATED MARKETING COMMUNICATIONS & REBRAND

 

BACKGROUND

Our AAO Meetings on Demand product contained about 200 hours of recordings from the American Academy of Ophthalmology's annual meeting. 

 

The product used to be promoted, managed, and sold by an outside vendor. I took over product management and sales in 2014, marketing promotion in 2015, and booth logistics in 2016. 

 

CHALLENGE

To increase sales; to bring print and digital promotions up to brand standards; to run a smoothly-functioning sales booth; to train booth staff to be experts on the product and sales/POS procedures; to decrease the amount of "help" calls to customer service.

 

SOLUTION

I gave print and digital promotions a cleaner, more polished look with savvier messaging and imagery of our speakers. I communicated regularly with key stakeholders to ensure all possible scenarios were covered, both for the actual booth set-up and for our satellite POS system. I created a detailed document outlining all product facts and sales procedures, plus trained staff on site. And I added Thank You/Next Steps and Access Now emails to the communications plan for purchasers.

 

RESULTS

Sales increased 6%, to nearly $200K. Emails to purchasers received 56% opens/21% click-throughs and 53% opens/20% click-throughs, respectively. By proactively reminding how to access the product, "help" calls to customer service declined significantly. And booth set-up and operations went smoothly.