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Post by BlueCat on Jun 12, 2016 12:48:57 GMT -5
Q2u, I would like to hear your thoughts. I'm not a marketing guy. The booth has afrezza stuff on the walls and there are people standing around. This seems like typical trade show stuff. What are you disappointed with? As someone else mentioned it does seem odd that the company name is missing. Ok then. You asked. I do this stuff for a career. > No company name - which with their tough placement - a shining sign would normally help people find them. Even if leading with Afrezza - why bury it so low key? On the floor, you gotta make it easy for people. > Box inserts printed out on walls? With microscopic text? Really? > Poor lighting. > Lots of unused real estate. And I could go on. Show floors are really expensive, including the signage, etc. But if you are going to pay for it - don't hang stuff on the walls that takes a mag glass to read up close. And looks like someone's poorly arranged cubicle walls. I'm concerned about the level of marketing expertise this would indicate on hand. Mike may be a wizard at GTM, but basic comms- I'm not seeing it in that photo. And that's ok if they know this isn't what they do - but then they should outsource management if they are going to spend $. Company needs to get ROI. Now hopefully, they succeeded with a lot of interest and traffic in spite of poor execution on the booth itself. And that could be the case - just showing up and having the right people in booth may have carried it. And for certain - better that than the other way around. All the 'eye candy' in the world won't fix having the wrong people in there. So - if anyone talks with these guys, someone's gotta talk to Mike about making sure he's tapped into someone that knows marcom. I'm not seeing DTC-ready skills there based on photos.
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Post by capnbob on Jun 12, 2016 13:25:23 GMT -5
Q2u, I would like to hear your thoughts. I'm not a marketing guy. The booth has afrezza stuff on the walls and there are people standing around. This seems like typical trade show stuff. What are you disappointed with? As someone else mentioned it does seem odd that the company name is missing. Ok then. You asked. I do this stuff for a career. > No company name - which with their tough placement - a shining sign would normally help people find them. Even if leading with Afrezza - why bury it so low key? On the floor, you gotta make it easy for people. > Box inserts printed out on walls? With microscopic text? Really? > Poor lighting. > Lots of unused real estate. And I could go on. Show floors are really expensive, including the signage, etc. But if you are going to pay for it - don't hang stuff on the walls that takes a mag glass to read up close. And looks like someone's poorly arranged cubicle walls. I'm concerned about the level of marketing expertise this would indicate on hand. Mike may be a wizard at GTM, but basic comms- I'm not seeing it in that photo. And that's ok if they know this isn't what they do - but then they should outsource management if they are going to spend $. Company needs to get ROI. Now hopefully, they succeeded with a lot of interest and traffic in spite of poor execution on the booth itself. And that could be the case - just showing up and having the right people in booth may have carried it. And for certain - better that than the other way around. All the 'eye candy' in the world won't fix having the wrong people in there. So - if anyone talks with these guys, someone's gotta talk to Mike about making sure he's tapped into someone that knows marcom. I'm not seeing DTC-ready skills there based on photos. I agree. I mentioned a picture of Miley Cyrus using a dreamboat as a joke earlier. But the underlying idea is to use as much visual imagery as possible -- graphs, artwork, photos, videos -- things that will grab attention and attach themselves -- along with the product -- to audience memories. I don't see much in that booth that commands attention except maybe the cutaway dreamboat. Even there, however, don't even bother to identify it as the inhaler, explain how it works, or label any of the pertinent parts.
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Post by bradleysbest on Jun 12, 2016 13:33:53 GMT -5
In my GP's office there is not one piece of literature on Afrezza! I see everything else on the walls so hopefully this changes soon as well.
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Post by Deleted on Jun 12, 2016 14:32:29 GMT -5
In my GP's office there is not one piece of literature on Afrezza! I see everything else on the walls so hopefully this changes soon as well. Write to freedom@mannkindcorp.com and let them know
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Post by corpplanner on Jun 12, 2016 14:40:47 GMT -5
I think the booth looks great considering that they originally had a much smaller booth and got this one at the last minute. So, they probably had to expand the background quickly. It is puzzling, though, that the company name is not seen anywhere but then again, this show/this booth is all about Afrezza and reintroducing it to the world. Love the headline "Let's talk about Afrezza." It reinforces the name of the product (not an easy one to remember or remember correctly) and invites in the physician and patient alike.
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Post by sportsrancho on Jun 12, 2016 14:54:01 GMT -5
I think the booth looks great considering that they originally had a much smaller booth and got this one at the last minute. So, they probably had to expand the background quickly. It is puzzling, though, that the company name is not seen anywhere but then again, this show/this booth is all about Afrezza and reintroducing it to the world. Love the headline "Let's talk about Afrezza." It reinforces the name of the product (not an easy one to remember or remember correctly) and invites in the physician and patient alike. Agree, the important thing is there seems to be a lot of people in the booth talking to a lot of people. Unlike last year. We had a sign but how many SNY people were telling people about Afrezza?
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Post by BlueCat on Jun 12, 2016 16:08:48 GMT -5
I think the booth looks great considering that they originally had a much smaller booth and got this one at the last minute. So, they probably had to expand the background quickly. It is puzzling, though, that the company name is not seen anywhere but then again, this show/this booth is all about Afrezza and reintroducing it to the world. Love the headline "Let's talk about Afrezza." It reinforces the name of the product (not an easy one to remember or remember correctly) and invites in the physician and patient alike. Agree, the important thing is there seems to be a lot of people in the booth talking to a lot of people. Unlike last year. We had a sign but how many SNY people were telling people about Afrezza? That's it Sports - the booth is a means to an end. If they had the conversations, and they had the right people in the booth (Mike) - ok. But for future, they could do much, much better for the $. And rapid expansion is no excuse. Kinkos can print this stuff fast.
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Post by madman63 on Jun 12, 2016 19:10:09 GMT -5
Agree, the important thing is there seems to be a lot of people in the booth talking to a lot of people. Unlike last year. We had a sign but how many SNY people were telling people about Afrezza? That's it Sports - the booth is a means to an end. If they had the conversations, and they had the right people in the booth (Mike) - ok. But for future, they could do much, much better for the $. And rapid expansion is no excuse. Kinkos can print this stuff fast.
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Post by madman63 on Jun 12, 2016 19:14:20 GMT -5
Lots of discussion about the booth. I will not give a yay or nay about it, other than to say a convention is an opportunity to establish and develop relationships. From the pics I've seen, it appears there was traffic. Plant a seed, water it, give it light and watch it grow.
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Post by Deleted on Jun 12, 2016 19:40:02 GMT -5
Something else to think about is—JDRF was there too, and since the announcement was made early Friday, I'm sure many people were asking about MannKind when they visited the JDRF booth.
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Post by tayl5 on Jun 12, 2016 20:22:18 GMT -5
I'm also a marketing guy with booth design experience. I'm not too concerned about the lack of visibility for a MannKind logo. If everyone was looking for that, we wouldn't be in the shape we're in.
The key criterion for me is whether someone can tell what you're selling from 50 feet away. The big Dreamboat is an attention-getter but what I'd really like to see is a headline saying "Ultra-rapid, inhalable insulin". Of course, the ultra-rapid part will have to wait until we get a label change.
It's easy to build booth traffic with gimmicks. Value comes from getting the right people in for a quality discussion. I'd rather see 100 endos dropping by than 1000 random people attracted by a giveaway, flashy booth or because the booth has eye candy wallpaper. If the data presented by MannKind is driving the booth traffic, we win. The rest is details.
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Post by BlueCat on Jun 12, 2016 21:47:38 GMT -5
I'm also a marketing guy with booth design experience. I'm not too concerned about the lack of visibility for a MannKind logo. If everyone was looking for that, we wouldn't be in the shape we're in. The key criterion for me is whether someone can tell what you're selling from 50 feet away. The big Dreamboat is an attention-getter but what I'd really like to see is a headline saying "Ultra-rapid, inhalable insulin". Of course, the ultra-rapid part will have to wait until we get a label change. It's easy to build booth traffic with gimmicks. Value comes from getting the right people in for a quality discussion. I'd rather see 100 endos dropping by than 1000 random people attracted by a giveaway, flashy booth or because the booth has eye candy wallpaper. If the data presented by MannKind is driving the booth traffic, we win. The rest is details. Yep - the point of the booth is getting the people into it. And if they were there, mission accomplished. (But Tayl5 - I wouldn't have been able to read those box inserts on the walls even if I was standing IN the booth - let alone 50 ft away. Anyway. Nuff said.)
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Post by capnbob on Jun 12, 2016 21:48:11 GMT -5
I'm also a marketing guy with booth design experience. I'm not too concerned about the lack of visibility for a MannKind logo. If everyone was looking for that, we wouldn't be in the shape we're in. The key criterion for me is whether someone can tell what you're selling from 50 feet away. The big Dreamboat is an attention-getter but what I'd really like to see is a headline saying "Ultra-rapid, inhalable insulin". Of course, the ultra-rapid part will have to wait until we get a label change. It's easy to build booth traffic with gimmicks. Value comes from getting the right people in for a quality discussion. I'd rather see 100 endos dropping by than 1000 random people attracted by a giveaway, flashy booth or because the booth has eye candy wallpaper. If the data presented by MannKind is driving the booth traffic, we win. The rest is details. I can't quite agree. You have to figure that this is a big space with hundreds of booths and thousands of people strolling by. There is likely a limit on what kind of "quality discussion" can be achieved in a couple of minutes before people move on to other stuff. The idea is to have your own "stuff" that grabs and holds people's attention -- at least for a few minutes -- and which will, one hopes, be lodged in their memory. "Data" is just not very "sticky" when it comes to memory. On the other hand, a strikingly attractive woman in an alluring pose using a dreamboat is -- sexist as it might be -- the kind of thing that grabs attention, holds a viewer, and gets "imprinted" on the subconcious. One thing that might have been handy would be a survey that visitors could fill out regarding what they think of the product, its usefulness in their own practice, etc, to gain insight into what might need addressing in the future.
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Post by madman63 on Jun 12, 2016 21:57:10 GMT -5
No. No to an attractive woman in an alluring pose. No to a survey. Make a connection. Follow up. Establish a relationship.
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