Objective- Cost Effectively Increase Presence at Largest Tradeshows

Genetech (formerly Roche) wanted to create “buzz “in their booth and station resources at every entry point of the booth to “own” their largest tradeshow. In 2003 Genetech and their exhibit house partnered with CMT Agency to dramatically increase their presence at the show without increasing their expenses.

Execution

Genetech contracted CMT Agency to provide 25 facilitators at each of their largest shows including their pre conference meetings. They required at least half to be bilingual, all to have college degrees and have the appearance of full time Genetech employees. All facilitators were staffed locally and trained prior to the shows at the pre conference meetings to understand the theme and logistics of the booth. CMT facilitators proved to be a great solution that allowed Genetech sales reps to focus on higher value add selling activities.

Success

CMT is now Genentech’s “go to” agency for tradeshow staff that is professional in appearance, well trained and proficient in creating and capturing leads. CMT Agency’s global capabilities have provided an overall improved ROI and presence at Genetech tradeshows.