Puzzle them and they will come.

For the 2007 Veterinary Dermatology Meeting, Heska Corporation needed a way to connect with attendees and get them to the booth. But how? After all, vet dermatologists are a very science-driven and educated bunch, but also skeptical of marketing. The answer? A $6 puzzle.

Every attendee arrived in their hotel room to find a wooden puzzle waiting for them. And for the next few days, Heska was inundated with non-stop booth traffic. Plus the stories of vets completely consumed with solving their puzzle, unable to put it down – even during lectures (they do apologize for any disruption, seriously).

The connection? Every day, vets work hard to figure out the root causes of their patient's allergies. It's a process of elimination and problem-solving. Like trying to solve a puzzle. You see, a little insight can lead you to that one idea that creates the biggest impact.