Project Snapshot
Client: Andersen Sterilizers
Industry: Veterinary Equipment
Services: Email Marketing Strategy, Copywriting, Campaign Management, Mailchimp, Lead Generation, Campaign Reporting
Project Duration: 6 Weeks
Campaign: Pre-event, Event & Post-event Email Marketing
Overview
Andersen Sterilizers approached Clever Animal Marketing to support the marketing for an upcoming veterinary exhibition. Their goal was to increase awareness before the event, encourage visitors to their stand, and continue conversations with prospects long after the exhibition had ended.
Using my veterinary and marketing expertise, I developed and delivered a strategic pre- and post-event email marketing campaign designed to maximise their exhibition investment and generate long-term value.
The Challenge
Like many businesses exhibiting at industry events, Andersen Sterilizers wanted to:
- Increase awareness before the exhibition
- Encourage veterinary professionals to visit their stand
- Educate prospective customers about their products
- Maximise lead generation before, during and after the event
- Ensure valuable conversations continued once the exhibition was over
The objective was to create a campaign that supported the entire customer journey—not just the event itself.
My Approach
Following an initial discovery meeting, I researched Andersen Sterilizers, their products, target audience and exhibition objectives before developing a tailored email marketing strategy.
The campaign included:
- Strategic Planning
- Email marketing strategy
- Audience segmentation
- Campaign planning and timelines
- Customer journey mapping
- Content planning
- Pre-Event Campaign
I developed two tailored email sequences targeting different audiences.
Existing customers
A three-email sequence designed to:
- Build excitement ahead of the event
- Promote exclusive exhibition offers
- Encourage stand visits
- Strengthen customer relationships
- Prospective customers
Prospective customers
A separate three-email educational campaign focusing on:
- Common sterilisation challenges within veterinary practice
- The benefits of alternative sterilisation methods
- Encouraging decision makers to visit the stand
Rather than focusing solely on sales, the campaign positioned Andersen Sterilizers as trusted experts through valuable educational content.
Going Above & Beyond
I always look for opportunities to add extra value wherever possible.
Alongside the agreed email campaign, I also:
- Created an educational downloadable guide to support lead generation
- Designed two additional downloadable resources to educate prospective customers
- Developed a customer survey to gather valuable post-event feedback and insights
- Supported the client’s exhibition competition, including follow-up communications with entrants
- Provided strategic recommendations for future veterinary marketing activity
These additional resources gave the team valuable marketing assets they could continue using long after the campaign had ended.
Campaign Delivery
The project included:
- Email marketing strategy and campaign planning
- Audience segmentation
- Email copywriting
- Branded email design
- Mailchimp setup and scheduling
- Three pre-event email sequences targeting existing and prospective customers
- A three-email post-event nurture sequence for exhibition visitors who had shared their contact details at the stand
- Competition follow-up communications
- Campaign reporting and performance monitoring
- Analysis of campaign performance, including open rates, click-through rates, unsubscribe rates and database qualityActionable recommendations based on campaign engagement to support future marketing decisions
All campaign assets were delivered ahead of schedule, giving the client plenty of time for review before launch.
The Outcome
The campaign provided Andersen Sterilizers with a complete email marketing strategy that supported every stage of their exhibition activity—from building awareness before the event to nurturing new leads afterwards.
Following the exhibition, every visitor who shared their contact details entered a carefully planned three-email follow-up journey, helping Andersen Sterilizers continue conversations while the event was still fresh in attendees’ minds. I also supported communications surrounding their exhibition competition, ensuring entrants remained engaged with the brand.
Beyond campaign delivery, I analysed the performance of every email, providing insights into audience engagement, including open rates, click-through rates, unsubscribe rates and the overall quality of the contact database. Rather than simply reporting the numbers, I explained what the results meant, highlighted areas of success, identified opportunities for improvement, and provided practical recommendations to help shape future marketing activity.
The result was a strategic campaign that not only supported a successful exhibition but also equipped Andersen Sterilizers with valuable insights and marketing assets to build on in the future.
Client Testimonial
“I contacted Elle at Clever Animal Marketing after finding her on LinkedIn, as I felt she would be a great fit to support our marketing campaign for an upcoming veterinary show. As we had never worked with a marketing company before, the process was completely new to us.
From our first video call, it was clear Elle had researched our business and understood exactly what we needed. She asked thoughtful questions, giving me confidence that she fully understood our goals. She then provided a clear campaign plan with every stage outlined, along with a very competitive quote.
Once we agreed to proceed, Elle delivered everything ahead of schedule and to an excellent standard. Communication was fantastic throughout, she was always happy to answer questions, and she made the whole process straightforward while taking the workload off our hands.
I would highly recommend Elle for her professionalism, attention to detail, and excellent communication. We will definitely work with her again for future marketing projects.”
— Andersen Sterilizers
A Fantastic Client to Work With
Successful marketing campaigns are always a collaborative effort, and Andersen Sterilizers were a pleasure to work with from start to finish. They were responsive, open to advice and recommendations, and provided prompt feedback throughout the project, allowing the campaign to progress smoothly and remain on schedule. Their willingness to embrace new ideas and trust the strategy made the collaboration enjoyable, and I’m delighted that we’ll be working together again on future marketing projects.
Looking for Support With Your Next Marketing Campaign?
Whether you’re exhibiting at an industry event, launching a new product or looking to improve your email marketing, Clever Animal Marketing can help you create strategic campaigns that engage your audience, nurture leads and deliver measurable results.
Get in touch today to discuss how we can support your next marketing campaign.
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