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London Vet Show - a spotlight on animal health

Live events made a return this year and the Purple Health team couldn’t wait to attend the London Vet Show and visit our clients exhibiting there. But, as uncertain times still remain, the question is: will live events continue to build momentum? Or will virtual lead the way in 2022?

Nick Burgoyne

Author: Nick Burgoyne

Healthcare Client Services Director

Date posted: 20/12/2021

Trade shows and exhibitions have been a mainstay of good marketing strategies for years. Showing off products and services on the big stage of the trade show floor and networking with industry colleagues is what it’s all about, and, like most, we have really missed the buzz of the exhibition hall. But more than that, we have missed being part of the creation of these amazing stands. In a world where most of our marketing can be done remotely and online, trade shows give marketers an opportunity to go back to basics and think about the experience of each visitor – what will they see as they approach? How can we visually showcase that amazing new product? And what does an immersive activation look like? This is something we love doing at Purple.

As many of the big shows reopened this autumn, some of the team at Purple were excited to get out of the office and see what was going on. So, in November, we donned our most comfortable shoes and headed to The London Vet Show at the Excel. First stop was our brilliant client Elanco’s stand. Having worked with them since the launch of their ground-breaking drug in 2018, it was great to catch up with them.

Elanco Marketing Executive Kerry Gorham said, ‘It’s really great to be back to live events and talking to customers again. The engagement on stand has been high quality, with good technical conversations happening about all our products. We’ve had great feedback from delegates – the multimedia experience on stand has really worked!’

Their main activation was a great example of engaging with visitors and being part of the wider show narrative. This year, the London Vet Show organisers shone a light not only on animal health, but on the well-being of their veterinary practitioners. The Elanco stand’s smoothie bike really complemented this theme, alongside free yoga and breathwork classes, and speaker sessions on mindset and leadership.

Purple animal health expert Zoe Carmichael commented, ‘It’s great to see well-being taking a starring role at flagship events like The London Vet Show. Vets are passionate about animals, and they are often business owners too, which means long hours, managing staff (or lack thereof), and feeling the pressure to make sales. It’s important that the industry as a whole recognises the immense challenges faced by veterinary practitioners, so that brands can follow their lead.’

But the big question still remains, will live trade shows continue to build their momentum, or will virtual events still lead the way in 2022? With new Covid challenges coming from all directions at the moment, brands need to be prepared for … well, both! We have all learnt so much about engaging with customers virtually, so now is the time for dynamic planning. At Purple, we are experts in getting your brand message out there. Whether it’s a stunning visual campaign to bring the visitors to your stand, or an immersive digital experience for your virtual event, our goal is to land your message and have people talking about what they saw. Are you planning for 2022 and need some guidance on how to make your event a success? Get in touch with us today at healthcare@purple.agency.