Objective: To Encourge Attendance and Involvement for an Event
This was both a competition for companies to showcase their superior marketing strategies and tactics and a 50 year celebration for the American Marketing Association in Okalahoma City.
Strategy: Direct Mail Invitations
Since the AMAOKC was celebrating its 50th anniversary, a theme to coincide with the "Mad Men" 50's era was chosen - It became known as The Marketini (a play on Marketing and Martinis).
We sent branded martini sets to 30 target companies to encourage their participation. We then sent over 500 branded plastic martini shakers that were heat sealed with a rolled up invitation/call-for-entries piece inside (held together with a branded cigar band).
We created custom awards for the winners and honorable mentions in each category. The award resembled a cocktail napkin with the category and company name inscribed on it in a handwritten font and the Marketini logo printed on a clear riser. Once all the awards were given out, we provided each attendee with a branded martini glass to offer a toast to all the entrants.
Results: 300% Increase in Attendance
The 2012 event saw a record number of entries for the competition and nearly a 300% increase in attendance. Our final cost was under $3,800 (we had budgeted $4,000).