Contec Trade Show Lead Gen Campaign

Contec, a manufacturer of industrial cleaning products, needed a way to get the attention of Nurse Infection Preventionists at an upcoming trade show, with the goal of getting them to visit the Contec booth and evalluate if their hospitals were truly “clean.”

Since health care marketing and giveaways are heavily restricted, we needed to take a disruptive approach that would get skeptical visitors to the booth and experience the Contec advantage for themselves.

• We developed a provocative and attention-getting 3-D mailer that drove traffic to the Contec booth for product demonstrations and further discussion.
• The mailer included fake “confessions” and Polaroid-style photos to encourage nursing staff to consider whether their hospitals might also be unclean.
• At the show, Contec allowed visitors to add their “confession” to those of others.

• Contec experienced a 300% increase in leads from the show over the previous year
• Contec cleaning product sales grew by seven figures that year; 70% of that sales growth was in the healthcare vertical