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.