Highlights:
13% registration rate from pre-event tactics
Standing room only during key speaker address
300+ qualified leads
Multiple invitations from important strategic partners for future joint marketing programs
Fincentric Corporation is a global provider of wealth management solutions designed to increase customer acquisition, retention and profitability. Entering the US market, and understanding the need to quickly capitalize on its industry-leading position, Fincentric engaged Hale! Marketing to provide strategic leadership and tactical application to its launch initiative.
Hale! Marketing was initially engaged to promote Fincentric's financial management software solution at the 2001 BAI Retail Delivery Conference, and to invite key potential customers to an exclusive event featuring the Honorable Bob Dole as the keynote speaker. Fincentric's goal was to introduce the company into the US market, generate booth traffic at BAI, drive attendees to the exclusive event, and to capture quality information about their target audience into a dedicated database for future marketing opportunities.
The BAI Retail Delivery Conference took place just three months after the momentous events in New York and Washington in September 2001. The Fincentric event, co-hosted by Microsoft and Compaq, was scheduled for December 11, 2001, leaving Hale! Marketing only six weeks to meet the objectives outlined by Fincentric, Microsoft and Compaq.
Starting from very few pre-registered attendees, Hale! Marketing rapidly developed and fully executed a direct marketing strategy to promote the event. We focused on creating a quality target list. Working with the BAI attendees list and key company lists, a guerilla telemarketing campaign was initiated, generating the key contact name, title, address, and email address.
While the target audience list was distilled, research was conducted on the trends in the financial services market and the competitive landscape. Four themes were developed from the research, which were expanded into a tactical direct mail piece.
A customized invitation was also designed and delivered to a select group within the list and then followed-up with another telemarketing campaign to further stimulate registration for the exclusive event with the Honorable Bob Dole. All invitees were directed to a customized online registration form created by Hale! Marketing that captured key information about the target audience, and offered a free whitepaper to all registrants.
All elements of the program were delivered within the tight timeline – and under budget. Both Microsoft and Compaq were very pleased with the execution of the event and the results. The event invitations generated a 16% registration rate, and the event itself was very successful, producing over 300 quality leads.
Fincentric further engaged Hale! Marketing to assist in follow-up activities to the targeted list, monthly direct mail campaigns, and strategy and tactics for the 2002 BAI retail conference.
Fincentric was acquired by Open Solutions in May, 2007.
