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Background

Symposiums and seminars are recognised methods of promoting software solutions. Chordiant Software runs a number of such events throughout the year for both prospective customers and various user groups, and these acts as ideal forums to announce new product releases.

Chordiant, in co-operation with its partners Accenture, Sun Microsystems and BEA, planned a one-day symposium to launch Chordiant 5, a suite of customer relationship management solutions. The venue was Vinopolis, London, with guest speakers from both client-side and within the industry.

Task

To promote the symposium to key solution specifiers/purchasers within the finance, telco and retail sectors, generating enough interest to attract at least 300 delegates.

Program

A multi-channel offline/online direct response program was developed comprising teaser postcards, a 2-piece direct mail pack, an email campaign, plus a telemarketing campaign aimed at a choice hit-list of prospects. The campaign universe was 22,000 comprising an existing prospect database, various contacts supplied by the partners and a number of bought-in lists. Clockwork IMC also managed all aspects of data management and fulfilment. The symposium was advertised within the respective trade press and various posters were also produced and used around the venue to brand the event.

Response

The event was oversubscribed!