2013 IBM
0125 IBM (Biomedical) promotion
When IBM Biomedical Group started up in the UK we used the US brochures, which simply showed what the machines looked like and described – very briefly – what they did. Later though, for quite a long period, my main mailing was deliberately designed as a `sleeper'. It was a quarterly medical journal of some international repute. Discreetly, but very clearly, it gave my address and telephone number; so that, when the prospect came to make his decision (which could be any time over a five-year period), this information was instantly available on his bookshelf; and he would contact me before thinking of anyone else. It was a relatively long term investment, which many sales profess sales professionals would not consider, but it worked.
My main promotional device, however, was to mail an invitation for a live demonstration of our cell separator undertaking plasmapheresis. As this was the flavour of the moment for haematologists, we were very successful in attracting prospects in this way.
We also took stands at the usual range of medical conferences. I eventually decided that this was an unproductive waste of our time, even though we only took a small shell stand and had our own portable stand equipment to furnish the shell. I achieved some prominence, though, by the simple expedient of having very powerful lighting. Indeed, one of the simplest, cheapest and best means of highlighting a rather dreary stand is to use at least twice the amount of lighting that everyone else does. The stand will be a (somewhat hot) pool of light, standing out from competitors, for very little cost.
On the other hand, one IBM group, with which I worked, spent a small fortune on a colour blow-up to cover the whole back wall of their stand at the Royal Show, the largest agricultural show in the UK. It showed a hillside covered with a crop of corn and colourfully dappled with poppies and other wild flowers. It was a beautiful picture. Unfortunately, all that the farmers attending the show could see was a good crop ruined by weeds. Poppies are an expensive mistake for a farmer - and in that case for IBM!
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