CASE STUDY:

Problem: Generating booth traffic at the premier risk management trade show. Solution: Make real customers and prospects the star of the show by featuring them in video on the show floor addressing current industry trends affecting how they do their job. The Changing Face of Risk was born.

Theme and Logo Mark

CASE STUDY:Direct Mail

Email Execution: Traditional direct mail and email were used to offer FREE Flip Video Cameras to Risk Managers who agreed to make videos addressing key industry issues and trends. All marketing communications directed prospects to a Micro site to get all the program details and register.

CASE STUDY:

Execution: The Micro site included a brief video introduction of the project and outlined the few simple steps participants needed to follow in order to complete the assignment and get the Flip. This video was also shot using a Flip to demonstrate how easy the assignment was.

Micro Site

Click on image above to view Micro site.

CASE STUDY:

Execution: Once participants registered for the program, they were sent a fulfillment kit containing the Flip camera, instructions for uploading their video, shooting tips, etc. Social media was utilized throughout the duration of the campaign to keep the interest high and help generate the submissions.

Social Media

Fulfillment

CASE STUDY:

Advertising

Face-changing Software

Execution: Marketing at the show included advertising in the program guide, hotel key cards and giant display banners. These tactics were used to promote Liberty Mutual’s booth and The Changing Face of Risk.

CASE STUDY:Exhibit Hall Banners

Hotel Key Cards Results: Generated a 2.5% response rate to the initial direct mail and email solicitation. From the responses we experienced a 78% conversion rate for completing and uploading the videos. Booth traffic increased over prior years and interactions were more meaningful. IMCA Best of Show winner.