Genentech: Owning the Tradeshow Floor at Half the Cost
Overview
Genentech is a leading manufacturer of biotechnology. They are dedicated to research, development, production and promotion of medicines that treat some of the world’s most serious and life-threatening medical conditions.
To generate brand awareness and get the word out, they participate in the largest industry tradeshow event to showcase their latest innovations and product offerings.
The Challenge
Genentech needed experienced bilingual talent that could engage with its international audience, expand its brand presence and drive booth traffic. The talent also needed to be experienced working tradeshow events and knowledgeable of Genentech’s products.
The caveat? It all had to be done within a tightly defined budget.
The Solution
CMT Agency partnered with Genentech’s exhibit house to dramatically increase its presence at the show without incurring additional costs. Through CMT Agency’s talent management platform, CMT Agency was able to source local bilingual talent with college degrees.
To better align with the brand, CMT Agency purposely selected talent that shared a similar physical appearance to Genentech’s full-time employees. Additional training was provided to the talent to allow Genentech sales reps to focus on higher value-add tasks, which resulted in Genentech achieving their event goals of increasing brand presence and improving ROI.
25 Facilitators
I am THRILLED with the performance of the ladies at the show. They were punctual each day and brought energy and enthusiasm to their responsibilities. Also, they made sure show attendees were crystal clear about our featured promotional offer. Plus, they directed many people to our sales staff during the show.
Lane B. - Arrow Truck Sales, Inc.