By Charles Pappas for Exhibitor Magazine
Idexx Laboratories Inc. unleashes a slew of marketing tactics at the Western Veterinary Conference – everything from augmented reality to chocolate dog poop – and tops its sales goal by nearly 200 percent.
When Idexx Laboratories Inc. began planning its strategy for the 2018 Western Veterinary Conference (WVC) in Las Vegas, the Westbrook, ME-based company knew it was entering a dog-eat-dog battleground unlike any it had known before. Idexx faced stiff competition among the show’s 500-plus exhibitors all vying for a share of the $32 billion animal health-care market. The company planned to exhibit several products with a focus on its new Catalyst SDMA Test that requires only one sample to quickly detect kidney disease in real time. But in addition to simply showcasing its offerings, the manufacturer of diagnostic products and services for the veterinary, livestock, and poultry industries wanted its WVC exhibit to position the company as a health-care innovator. In other words, the company wanted its WVC presence to help attendees associate Idexx with innovation the same way they connect dogs with loyalty and cats with nine lives.