Getting in front of senior executives is a major challenge for IT organisation as time-poor CFOs and CIOs rarely have time to consider how new innovations could improve their operations. They are also heavily targeted with invitations to events.
IT provider, Maclean, needed to overcome these barriers if it was to meet ambitious lead generation targets.
But traditional approaches to encourage event attendance were struggling to drive the sort of results expected and something different was needed.
It came in the form of a 3D invite that would make prospects take notice and encourage attendance at the unique “Eden Park Session” breakfast seminars.
Typically events that target this type of executive achieve a 10 percent attendance success rate, but this campaign achieved 22 percent and generated a hugely impressive sales pipeline. The ROI for every $1 spent was $48, more than 70 percent higher than the initial target.