Canon Across America Tour
Case Study
Client:
Canon Medical Systems USA
Service:
Experiential Marketing Tour
Project:
Canon Across America Tour
Our work was featured in a digital supplement from Radiology Today. See a PDF version of this resource linked here.
Experiential Marketing Tour Services
Post-pandemic, many B2B businesses were at a loss with face-to-face networking – a portion of a business that often returns its investment. Partnerships and networking are cornerstones of growing a business. As companies navigated scaling up again, many decided that instead of attending events, they would create a more personal and immersive experience and host an event on wheels that could be taken to different locations. However, not all in-person events are trade shows or conferences to gather potential prospects en masse. One way to reach your audience is through experiential tours, which combine marketing and networking to create an ideal environment for in-person events
About the Client
The experienced team at Pyramid Logistics partnered with Canon Medical Systems USA, a subsidiary of the Canon Medical Systems Corporation. Its business is focused on the sales of high-end imaging medical equipment used in hospitals and clinics. Canon Medical Systems mission is to “deliver innovative imaging solutions and services through our Made for Life philosophy to improve the quality of life for all people.
Canon Across America Tour
The project from Canon Medical was called Canon Across America. The Pyramid Logistics team transported a custom trailer that contained a showroom. Pyramid Logistics experienced drivers brought this experience directly to hospitals to doctors, medical teams, and hospital executives all over the nation. Understanding their inability to get too far away from hospitals and medical centers, we transported these high-end medical supplies to them.
How Pyramid Logistics Used its Expertise
The trailer is “air ride,” so it is not just bouncing on shocks. It floats during transit on highways and streets and reduces bounce. Within the trailer were high-value machines such as x-ray machines, ultrasound machines, mock-ups of CT/CAT scanning machines, as well as video screens on the walls. For additional safety, the machines are secured to the floor of the trailer.
Pyramid Logistics employed a dedicated driver to deliver the trailer from hospital to hospital. The driver transported the trailer to each location, and he also set up the trailer as well for the valued visitors. By using Pyramid Logistics, Canon Medical’s experiential tour was fully handled by a consistent logistics professional, who stayed with the trailer as it went from town to town and across the country.
Getting the trailer set up from start to finish took two-and-a-half hours and was completed by the driver alone. When the driver parked at the destination, it was his job to prepare the trailer for visitors. Activities included turning on the electricity for the trailer, which was powered by an external generator. There was not enough room in the trailer to hold the generator, so the Pyramid Logistics team was tasked to construct a custom-built rig that was located behind the cab. This allowed access for the driver to connect the power when the trailer was in use.
Once the electricity was on, the driver turned on the screens and the lights. The client’s machines were also put into place from their storage position. The custom trailer expanded, and the driver initiated this activation to showcase the full size. Once fully expanded, the showroom inside of the trailer only needed a quick setup. The driver then placed pieces of carpet to fill in the empty space, and the booth walls were erected to create separate areas for the different machines. Outside of the trailer, stairs were constructed for visitors to access the showroom.
Each morning on the day of the event, the driver would prepare the trailer to be doctor-ready by 9 am at each hospital or medical center. After the last tour of the day, the driver packed all the materials, condensed the trailer, turned off the electricity, and headed off to the next city. The driver committed to sleeping in the cab of the truck, and he stayed with the event materials as it traveled across the country.
Experiential Marketing Tour Services
Post-pandemic, many B2B businesses were at a loss with face-to-face networking – a portion of a business that often returns its investment. Partnerships and networking are cornerstones of growing a business. As companies navigated scaling up again, many decided that instead of attending events, they would create a more personal and immersive experience and host an event on wheels that could be taken to different locations. However, not all in-person events are trade shows or conferences to gather potential prospects en masse. One way to reach your audience is through experiential tours, which combine marketing and networking to create an ideal environment for in-person events.