Scripted and produced by MPG, The IAMS Experience brought real emotion to The North American Veterinary Conference (TNAVC) and Western Veterinary Conference (WVC), while delivering a hard-hitting scientific message. A turntable set provided a “WOW” as it revolved to present vignettes resembling clients’ home environments. Actors within those environments interacted with a presenter and with live animals to show how IAMS understands and meets the challenges of typical veterinary clients.

The result: packed theaters with lines extending around the booth. At TNAVC, IAMS exceeded its attendance goal by 50%.

See the presentation.

These shows were the latest in a partnership that began in 2004, when MPG mounted IAMS’ first-ever live presentation. That presentation:

  • Increased booth attendance from 7% of all trade show attendees to 41%.
  • Increased qualified leads from 2% to 14%.
  • Increased awareness. In a post-show survey, audience members demonstrated message retention rates of 83%, 76% and 92% for the presentation’s three key product messages.

Bud Most

Project Director, Influencer Marketing / IAMS

"Our booth attendance increased over 200%. Retention of our key booth messages exceeded 93%, which was another 200% increase from previous Conferences. In fact, all objectives and goals were achieved or exceeded for the first time ever. MPG thought of everything necessary to make the execution mirror the high quality of our products. Our brand equity was improved by their attention to detail along with thorough consideration of the brand image and the audience we were targeting."