ABOUT

Delivering A Digital Virtual Conference To Fill The Void Left By Lockdown For A Leading Software Provider

THE CLIENT
Part of the global Henry Schein Group, UK-based Software Of Excellence offer industry-leading digital dental solutions and partnered with Wonderful to deliver an industry-leading multi-day digital event to fill the void left by Covid-19.

Software Of Excellence, a Henry Schein one brand, provides practice growth for their clients through industry-leading digital dental solutions.

THE CHALLENGE
The Covid-19 Coronavirus had an instant and painful impact on global events, with large trade shows, conferences, symposiums and expos cancelled worldwide. This meant Software of Excellence who, like many B2B businesses, rely on quarterly shows as a huge contributor to business development, could no longer attend one of the largest industry trade events of the year.

It was a challenging time for new business, client engagement and client retention. From this adversity, however, came opportunity. With a leadership vacuum within the industry, a robust response could put Software of Excellence at the forefront of leading the sector out of lockdown. Through partnering with Wonderful, Software of Excellence were ready to lead the charge.

THE RISK
The Covid-19 Coronavirus had an instant and painful impact on global events, with large trade shows, conferences, symposiums and expos cancelled worldwide. This meant Software of Excellence who, like many B2B businesses, rely on quarterly shows as a huge contributor to business development, could no longer attend one of the largest industry trade events of the year.

It was a challenging time for new business, client engagement and client retention. From this adversity, however, came opportunity. With a leadership vacuum within the industry, a robust response could put Software of Excellence at the forefront of leading the sector out of lockdown. Through partnering with Wonderful, Software of Excellence were ready to lead the charge.

THE OPPORTUNITY
• Engage customer base during their time of need
• Demonstrate brand values through customer success programme
• Lead from the front to rally the industry and to demonstrate intrinsic value
• Help dentists to operate in a digital world (thought leadership) now they are being forced to be digital-first
• Fill the gap that trade shows have left
• Facilitate the conversation of how dentists will emerge from the lockdown

THE SOLUTION
Through investigation of existing platforms within the business, coupled with exploration into other potential platforms and integrations, Wonderful crafted a Digital Dentistry Festival incorporating everything from the creative theme and branding; to a seamless multi-platform user journey pre, during and post-event.

In just a few weeks, the team worked collaboratively with the client to develop a strong identity and launch a full pre-event campaign with dedicated microsite including a robust data capture mechanism integrated directly with their CRM system; as well as crafting all the assets required to drive initial interest and traffic to generate pre-event registrations. Marketing the event was multi-faceted, with email, social media and Google Ads (search and display) all created to drive awareness, consideration and registrations on the landing page.

Once users had pre-registered their interest, they and all new users were encouraged to register for the event itself, which was to be hosted using the popular and user-friendly Zoom webinar platform. Data was gathered and passed seamlessly and securely between the client’s Pardot/SalesForce CRM system and the Zoom meeting platform to ensure valuable sales data was available to the client’s sales & marketing teams for follow up activity after just one registration by the user.

To gauge areas of interest and build a better understanding of the customer throughout the process, polls and quizzes were used, alongside offering users reminders for specific sessions based on their needs. These additional touch points helped build more robust customer profiles and inform the sales teams for any relevant follow up actions, helping fill the gaps which would normally be captured during interactions experienced at the real trade shows & conferences.

Built on strong, adaptable foundations, the microsite evolved from a pre-launch data capture landing page; to featuring a full schedule of webinars, speaker information, and booking mechanism; to an in-event launchpad to access the speaker sessions; and finally to a content hub hosting on-demand recordings of webinars from the event itself. All performance was trackable throughout the campaign from go-live to post-event through our OmniBI data and insight platform.

THE RESULTS
In addition to filling a communication void, positioning themselves as an anchor for customers during a turbulent time and as thought leaders in the field of digital dentistry, Software of Excellence delivered a truly valuable two day event, enriching their brand value to their existing customers whilst generating & nurturing new prospects.

The conference saw 4590 registrations, with an attendance of 2006 across the two days. More importantly, Software of Excellence attributed 439 in new, high quality leads, providing return on investment and minimising the losses from a lack of physical events.

“We tasked Wonderful with creating a virtual event, we had 5 weeks from concept to delivery. Although not without challenges, the process was collaborative and efficient. The resulting event was to Wonderful’s usual high quality.” – Ofer Yatziv-Green, Marketing Manager, Software of Excellence