Marketing to marketers is not easy at tradeshows and conferences. So, how can you get their attention and generate trackable return on investment? This is what we were up against at The American Marketing Association’s High Five Marketing + Design Conference.
The Conference attracted 275 attendees, representing 194 companies. Targets included marketers, strategists, designers, creative directors, product managers, writers, and business owners. 18% were existing clients with whom we hoped to strengthen relationships and the balance were new prospects.
It is critical to approach events with a fresh perspective or your marketing prospects will walk, possibly briskly, right past you. So, we created called “BrandLibs.” Based on Mad Libs, a phrasal template word game where players substitute words – often comical– for blanks in a story. We used keynote speakers bios for our BrandLibs game template to personalize the booth experience.
Here is how we used promotional products in the campaign:
• 6’ Tall Brand Blocks were used for our BrandLibs game
• Sharpies and branded gel pens were given to participants to insert their creative words.
• Each participant received BF branded magnetic poetry in cassettes with choice words, that would resonate with marketers and creatives, to encourage creative word play long after the event.
• Each participant who tweeted their creative word choice, or posted it on Facebook with pictures, along with hashtags for the conference (#High5Conf and #BrandLibs) received not only the magnetic poetry kit, but were entered into a contest to win a red (our brand color) retro high end Coleman cooler full of food with word play connection (Alpha-Bits cereal, alphabet soup, letter pasta, Spaghetti-Os, etc.).
• We followed up by mailing personal thank you cards to prospects with branded Post-its.
From a creative and strategic standpoint, here were the highlights of the campaign:
1) We created an interactive game that allowed us to speak with and qualify attendees while they were playing.
2) We engaged keynote speakers by featuring their bios. They were intrigued and came by to see what attendees had written about them. This allowed us to have personal conversations with high profile speakers like Johnny Earle and Aaron Draplin.
3) Our cost-effective promotional product giveaways traveled from the event easily, were consistent with our creative word game theme and they ended up in offices/homes where they would be used in right brain ways after the event.
4) We saw the expansion of Brand Fuel’s brand in the creative marketing community via a clever, distinctive and engaging way through an inviting visual experience using promotional products and our 6’ tall, full color Brand Blocks game.
5) We integrated additional marketing mediums to reinforce our goals. Along with the power of promo, we leveraged social, print, video, blog, mail, email and…cupcakes!
1) We qualified 31 new prospects. 8 converted to clients.
2) Attendees spent an estimated 10 minutes at our booth playing the game, speaking with us, tweeting their words and checking out our featured products. Many came back to read the blocks to see what attendees had written.
3) TWITTER: 24K+ impressions, 80 new mentions + 106 new followers. None were paid. All were organic.
4) FACEBOOK: Our video and PHOTO ALBUM reached 13.7K people and had 2.7K clicks + 150 likes/comments/shares.
5) We received The “Most Interactive Booth” Award for the event as voted on by conference attendees!
6) FORBES Magazine featured a story about the event! When Johnny Earle, CEO of one of the coolest brands on the planet, Johnny Cupcakes stopped by, a little story unfolded as captured in VIDEO: https://www.youtube.com/watch?v=vE_wb3FKOTE
7) We earned 5 new clients who spent $45,432 in new business post event. This represented 626% ROI.