The Challenge
The BIO Biotech Convention 2024 provided a critical opportunity for companies in the fast-evolving biotech sector to showcase new developments, form strategic partnerships, and increase brand credibility. However, in a post-pandemic setting where virtual and in-person formats coexist, the challenge was to craft an engaging presence that effectively captured the attention of both on-site attendees and remote audiences while fostering meaningful connections.

The Strategy
To maximize impact at the convention, we adopted a dual online–offline marketing approach. In the weeks leading up to the event, we used social media channels, email campaigns, and industry media collaborations to build awareness and anticipation among key stakeholders. During the event, an immersive booth experience anchored by live demos, expert talks, and rapid-fire “pop-up” presentations offered attendees a dynamic showcase of the company’s latest technologies. Simultaneously, digital touch points—including live streamed sessions and an online portal with product materials and recorded interviews—ensured that those unable to attend in person could still engage with the brand.

Results

• 40% Increase in Booth Traffic: Compared to the previous year, onsite attendance at our booth saw a significant jump, driven by interactive presentations and real-time demos.

• 300+ Qualified Leads Captured: Follow-up conversations and initial partnership discussions suggest a strong pipeline for ongoing business development.

• 2,000+ Attendees Engaged Online: A mix of livestreams, on-demand sessions, and interactive challenges drew considerable participation from remote audiences.

• 2.8M Total Impressions: Organic and sponsored social media posts, live coverage by industry media, and booth activities collectively generated widespread brand exposure.