Trade Show Case Study
Professional Research Consultants: Adapting Trade Show Entertainment to Different Business Goals
Professional Research Consultants, Inc. used Dale at multiple healthcare-industry conferences for different reasons. At one event, the focus was visibility, customer retention, and reinforcing PRC’s “excellent” message. At another, the goal was stronger networking and customer relationships during a slower-than-expected show. Dale’s role changed with the objective.
The Business Need
The Same Client Needed Different Results at Different Shows
PRC was not using trade show entertainment for one fixed purpose. At the Excellence in Healthcare Conference, the company was a primary sponsor and contributor, with an emphasis on visibility and customer retention rather than traditional lead generation.
At the ASHHRA conference in Nashville, the objective shifted toward strengthening B2B relationships, networking with vendors, and maintaining personal connections with current customers.
Dale’s value was not simply attracting attention. It was understanding what PRC needed from each event and adapting the interaction to support that objective.
Event One — Excellence in Healthcare Conference
Reinforce PRC’s Message While Creating Booth Visibility
PRC wanted a unique giveaway or activity that would create buzz while supporting its marketing message: the company’s survey collection system was not simply “very good” — it produced “excellent” results.
Before the show, Dale spent time researching what PRC did and worked with the company to develop the event approach. PRC and Dale also worked together on pre-show marketing.
At the booth, Dale’s visual artwork served as both the attraction and the giveaway. The interaction was tied back to PRC’s emphasis on Quality, Service, Collaboration, Innovation, and Growth.
Event Two — ASHHRA Conference
Create Energy and Openings for Relationship-Building
PRC arrived at the ASHHRA conference with a different goal: create buzz, strengthen connections with existing customers, and make it easier for the sales team to network with other exhibitors.
Show attendance was slower than expected. Because PRC already knew Dale’s ability to attract a crowd, he became a source of energy around the booth and helped draw exhibiting vendors into PRC’s space.
That gave the sales staff more opportunities to reconnect with current clients, break the ice with other exhibitors, and begin conversations that could develop into new business relationships.
Value to PRC
The Entertainment Changed With the Business Objective
PRC’s two events show why the objective matters. One show needed message integration and visibility. The other needed energy, networking, and stronger customer interaction.
Research Before the Show
Dale spent time learning what PRC did so the interaction could support the company’s message instead of functioning as a generic booth attraction.
Adapted to the Event Goal
PRC could use the same underlying entertainment differently depending on whether the priority was visibility, retention, networking, or customer relationships.
Created Openings for Staff
The visual activity and energy gave PRC’s team more natural opportunities to interact with customers, vendors, and other exhibitors.
The Result
PRC Saw Value in Both the Preparation and the Booth Interaction
PRC’s feedback focused on more than crowd size. Jessica Gochenour specifically noted the research Dale did before the event, the way he worked with the company to get more from his services, and the energy that brought people into the booth.
She also reported receiving many compliments and said attendees were asking where Dale was once he left.
“Dale worked to make our event excellent by spending time before the event researching what we do and working with us to get the most out of his services. He has an extraordinary level of energy which brought people into our booth space. I can’t stress enough how many compliments we received and how many attendees asked where he was once he left. Overall Excellent!”— Jessica Gochenour, Professional Research Consultants, Inc.