The Client
Parkacre is the UK’s leading supplement manufacturer. Founded in 2004, they’re the largest fully integrated UK manufacturer of vitamins, minerals and food supplements, producing high quality tablets, capsules, gummies, powder blends and softgels for the world’s leading brands. They export to over 50 countries from their 15-acre Lincolnshire facility, backed by industry leading accreditations and a collaborative, innovation-driven approach to nutraceutical manufacturing.
The Challenge
CPHI Shanghai is Asia’s largest pharmaceutical exhibition, attracting more than 110,000 attendees from over 180 countries. For exhibitors, success depends on much more than simply having an attractive stand. Visitors need to be engaged, qualified and converted into meaningful commercial opportunities.
Parkacre wanted to maximise the value of its investment by increasing brand visibility, generating qualified leads and creating a structured process for engaging prospective customers throughout the exhibition
- Localised materials with give-aways to drive stand footfall
- SILK’s Shanghai team provided on-the-ground support at the event
- The highly localised stand struck a balance between the UK’s reputation for quality in healthcare products and a commitment to the Chinese market
Our Approach
Rather than relying solely on footfall, the objective was to convert exhibition traffic into measurable business opportunities, by raising awareness of the business ahead of the show and pro-actively driving qualified visitors to the stand.
SILK planned and managed an integrated event activation strategy combining digital marketing with on-the-ground support.
This included:
- Pre-event WeChat awareness campaign
- Industry Key Opinion Leader promotion
- Stand design & liaison with local suppliers and expo management
- Localised marketing materials from the stand itself to flyers and literature
- WeChat lead capture
- Digital brochure distribution
- Lucky draw campaign to attract stand crowds and boost lead-generation
- Visitor qualification flows
- Event team management
- Real-time lead collection and reporting
