Gartner Symposium

M&a starting preparing for the Gartner Symposium IT/XPO 2009 in June this year. From creative, email blasts, telemarketing to SoftBook Pro, M&a successfully handled Gartner’s audience acquisition strategy.

For the first stage of the audience acquisition strategy Gatner took advantage of M&a’s newest product offering Softbook Pro. The Gartner SoftBook went live on the 5th of August 2009 with amazing success. The SoftBook had a total of 1,633 visits within a few months, 652 links were clicked, 19.72 out of 20 pages were viewed per visitand the average time on site was 15.34 minutes.

An integral part of the acquisition strategy was a series of 4 eDM blasts. The first was a blast to 61,000 contacts segmented by 2 verticals - 2 different eDM versions we delivered to clients and prospects inboxes. The second blast was segmented by 9 verticals based on the tracks offered at Symposium – in this case 9 different versions of the eDM were sent. The third eDM blast was for the government vertical. The final symposium eDM was similar to the first and segmented by 2 verticals with 2 different eDMs. Additionally the M&a sent daily eDM resends to contacts whose emails have been blocked by spam walls further proving the value of follow up telemarketing.

The final stage of the audience acquisition strategy is customer contact care which has proven to be highly successful. M&a was given a target of prospects to register through our contact care team and has gone above and beyond with 135% of target.

The 3 day Gartner Symposium IT/XPO 2009 took place from the 17th November to 20th November 2009.

Autodesk Solutions Day 2009

M&a has held a long relationship with Autodesk and delivered many campaigns ranging from events to direct mail to lead generation. “Solutions Day 2009” for Autodesk was such a success that Autodesk won an AMI Award for the best B2B Marketing Communications for 2009 Solution Day – “Be Drawn into a new world of Design Innovation”. The event was the first Autodesk launch in 7-8 years and we were seeking to boost their profile with customers and the market in the ANZ region. The goal was to position Autodesk as a thought leader in the design industry and create awareness and a preference for their products. Our objective was to have 350 people at the event. All in all this event was extremely positive. The greatest example of this is the registrations and the attendees. 635 delegates registered for the event and 442 turned up during the day. This is a staggering turn out rate of 70%.

M&a engaged in an extensive venue search to find a venue that was perfect to achieve these goals and objectives. The Powerhouse Museum was chosen due to it’s links with the design world and that it could add a unique aspect to the event. The venue required 6 rooms in total in addition to exhibition space for their partners. This venue was also chosen as they have theatres which were used for the main sessions. This provided a much more comfortable environment for delegates. M&a put together a range of signage for the event which really created brand awareness throughout the day . Also managed by M&a was the audio visual process which involved dealing with high level presenters from overseas bringing their presentation that morning and in strange formats that needed to be converted. This was all managed effortlessly due to the years of experience our events department has in audio visual. Due to the impressive number of delegates in attendance M&a had a contingency plan in place which allowed the main session to be streamed live into another theatre with an accompanying feed of the presentor.
M&a arranged for each session to be filmed which we then edited to use post event in online communications to attendees and non-attendees alike. Overall this event was a complete success.