The goal

Turning a crowded conference floor into a can’t-miss debut

A global medical device manufacturer was preparing to introduce a new category of dental implant—one built around customization and precision—at one of the industry’s largest professional conferences. The challenge was not just awareness, but differentiation: capturing attention in a sea of competing booths while clearly communicating the product’s core value in seconds.

Beyond on-site engagement, the client needed the launch to travel far beyond the convention center. The goal was to drive meaningful booth traffic, generate pre-orders during the event, and amplify the announcement through national earned media to reach clinicians and decision-makers who weren’t in attendance.

KNB Communications was engaged to design a launch strategy that blended experiential activation with high-impact PR to deliver both immediate and extended results.

The strategy + approach

Creating a moment bigger than the booth

KNB developed an experiential booth activation designed to physically and memorably reinforce the product’s key differentiator: customization. A personalized coffee experience transformed a routine conference interaction into a branded moment—drawing attendees in while directly tying the experience back to the product’s promise.

To extend momentum beyond the show floor, KNB executed a coordinated PR strategy anchored by a product launch press release. Distribution was precisely timed to align with a high-profile keynote moment, ensuring the announcement landed when industry and business media attention was at its peak.

This integrated approach ensured the launch succeeded on two fronts:

• High-volume, high-quality engagement at the booth

• Broad national exposure through earned media amplification