BC AMA: Driving Conference Engagement

Challenge

Organized by the BC chapter of the American Marketing Association (BC AMA), the Vision conference is one of the biggest annual marketing events in Vancouver attended by nearly 500 top marketing professionals.

Kirk Marketing wanted to create a unique experience that would fit the event’s theme of “Getting to know your neighbour” while also showcasing our capabilities in data and personalization.

Solution

As a new sponsor, Kirk Marketing was responsible for printing the conference guides with the back cover reserved for a Kirk ad. Instead of a standard generic message, we created a personalized headline that used the attendees name.

Below the headline was an image of one of over 200 unique characters generated by our design team. The program guides were then digitally printed in ‘pairs’, so that only 2 program guides would receive the same image—with the result being that each attendee would have a ‘matching’ guide somewhere at the conference.

BC AMA ran a contest through-out the day asking attendees to find their ‘matching’ guide in order to win a prize. Attendees scoured the room and used social media to find their match while in the process “getting to know their neighbour.”

Results

  • Attendees got to engage and “know their neighbour”
  • Created a buzz for Kirk Marketing at the event and through social media
  • Generated sales leads
  • Kirk Marketing stood-out in room full of top marketers

What Other People Tweeted About Our Campaign

CaliBC CaliBC: #2011Vision personalized program — great idea! http://t.co/sOpA23h

justinekwong justinekwong: Personalized programs at the @bcama #2011vision conference. Well done! (and the monster looks just like me too) http://twitpic.com/4zpfxx

racheladdante racheladdante: Love the personalized schedules at #2011vision conference this year #bcama http://t.co/Nk4gfnG

NYCARE_Wellness NYCARE_Wellness: :) RT @Shainawalker Need to win prize for finding my partner! Anyone have this character on their program? http://t.co/bNU6HpH #2011Vision

Shainawalker Shainawalker: Need to win the prize for finding my partner! Anyone have this character on their program? http://t.co/bNU6HpH #2011Vision

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