The RSNA (Radiological Society of North America) is one of the world’s largest conferences – in excess of 60,000 attendees. The largest brands (GE, Siemens Phillips) exhibit there, each spending over a million dollars.
To prevent the exhibit hall from becoming an obscene brothel of tchotchkes, exhibitors are only allowed to hand out 8.5” x 11" brochures or “promotional items that can fit in a shirt pocket.”
How does a small digital medical x-ray brand launch a new product, generate visibility and demonstrate their company’s marketing savvy ALL within a shirt pocket?
This successful campaign (including direct mail, dealer sales training, etc.) went “analog viral…” AKA: hundreds of my "X-ray glasses" made their way to bars, dance floors and nightclubs throughout Chicago.
