1. Event Marketing Case Study
Training 2011 Conference & Expo
San Diego, California
February 2011
About Gilmore Global About Gilmore Doculink
Since 1993, Gilmore Global has provided the full range Gilmore Doculink is an industry leader in Relationship
of print supply-chain solutions to help the world’s Marketing strategies and deployment services, Invoice
leading companies get their products to markets & Statement production services, and Print & Media
worldwide. Our hosted solutions give our customers solutions. Leveraging our creativity and experience we
access to all the advanced systems and services connect directly with some of the most progressive
their businesses demand, from enterprise content companies worldwide, working collaboratively to
management and web-based information delivery to achieve their corporate goals. Our focused product suite
traditional print and fulfillment. allows us to offer our clients thoughtful, professional
expertise for any data driven communication requests.
www.gilmoreglobal.com www.gilmoredoculink.com
1.800.795.6661 1.800.693.3367

2. 2011
Campaign Objective Message and Creative Strategy Results
• Introduce Gilmore Global’s eVantage training solution • Introduce Gilmore Global to prospects prior to the actual The results were impressive. Out of more than 1300
• Drive traffic to the booth (lead generation) event (Training Conference 2011) in San Diego by means of prospects in the target list, 7.3% completed the survey
• Collect prospect data with a PURL mail piece (lead a simple personalized mail piece, with a PURL, highlighting and an additional 7.6% visited the Gilmore Global
generation) the benefits of eVantage and invitation to our booth. booth. This accounted for over 14% total show traffic to
• Push prospects to a Microsite continuing the personal the booth as qualified leads.
conversation started with the DM piece
Target Audience • Re-enforce the company’s position as the solution-leader in Responder Follow up
• Attendees to Training Conference 2011 courseware production and evolution Respondents to the survey will receive a personalized
• Refer a friend letter and info pack providing detailed information
about the product. There will be a letter for those who
Personalized postcard Audience visited booth Post-show email Contest did not take the survey but did visit the booth.
Offer
Audience consisted of the PURL Survey Follow up letter
pre-show list provided by and PURL link survey Training 2011 Expo Survey prompt to be Qualifying survey Entered into draw for Post-show list
Training 2011, select prompt included in draw questions and contest Apple iPad purchased from
• A chance to win an Apple iPad. current customers and a
few qualified leads as
Variables: Name,
Company, Address, PURL
info Training 2011
Non-Responder Follow up
address
provided by our sales reps
This audience will be included in our next Direct Mail
Campaign Structure campaign.
Each recipient received a 5” x 7” direct mail piece that
included a Personal URL (PURL),
(Johnsample.gilmoreevents.com) which directed the
14% Campaign
38 people
recipient to a Welcome Page requesting the client “give 2.83% completed
us a few minutes” to continue to a survey to answer a
few questions about their specific training strategy. As
an incentive respondents would be placed in a draw for
0)
Response Rate
134
the chance to win an Apple iPad. w(
list
– Letter content based on
responses from (received the DM piece and visited
o
-sh
Pre survey questions
At the Gilmore Global booth, conference attendees
7.31%
our Training 2011 booth)
were provided with a 6” x 8” hand out featuring a Du
rin
g/
Common URL (www.gilmoreevents.com), and listing the af
te
r sh
ow
product benefits of eVantage. Audience Direct Mail
60 people
4.48% completed
Postcard
1340 people
The campaign pages matched the look and feel of the
direct mail piece providing continuity and familiarity.
Post-show
Welcome Page: 162 people
12.09% visited booth
email
• Invite to qualify for the prize by taking a short
survey
102 did not complete General content & overview
Survey/Questionnaire: post-show survey
• 5 questions that would provide a brief
understanding of the clients training needs.
Profile Update Page:
No response from pre-show Expo DM campaign
• Refresh or confirm personal information
Thank you Page Post-show
• Message: See you at the show Direct Mail
campaign
Successful
DM with PURL postcard CURL postcard at show Visit to booth Product brochure Post-show letter
Campaign