Situation
Catalyst BI appointed The Yorkshire Marketing Agency (YMA) to deliver their QlikWord & Data Strategy Showcase event, alongside their Head of Marketing, including event planning and integrated marketing campaign support.
Venue: Headingley Stadium, Leeds
Theme: Rugby/Cricket
Timescale: 6 weeks
Approach
YMA formulated an integrated marketing campaign to meet event objectives. The approach integrated all communications and interactive experiences, specifically targeting the audiences with consistent messaging, presenting a unified and seamless experience to current and prospective Data Management clients.
This consisted of:
Content plan: press releases, seven blog articles, social media content and e-mail marketing content, promoting the event and announcing the guest speaker line-up. Clear call to actions were implemented for lead generation and customer conversion.
Effective communication and co-ordination: between the Catalyst team, suppliers and the venue
Venue planning: including food and drink choices, decorations, breakout spaces for working and delivery of goods
AV and stage: booking and support
Hotel and restaurant: bookings for VIP guests
Co-ordinating and copywriting of branded merchandise: including a co-branded QlikWorld and Catalyst BI branded client gift box, branded photo booth, personalised name badges on lanyards, a 6ft branded banner, event brochure containing QR code linked to a QlikWorld website landing page in order to track prospects.
Booking and briefing video crew: including employee, guest speaker and attendee interviews, plus surprise beatboxer performance snippets and audience reaction for social media
Social media content opportunities identified: including breakfast smoothies in keeping with brand colours, a branded photo booth, the surprise beatboxer performance and coverage of celebrity sportsman Jamie Peacock.
The Results
55 leads generated
36 event attendees
8 opportunities gained
significant income and ROI generated from the event
income still in the pipeline 6 months post-event