Ruth P. Stevens Articles and Columns: EXPO MagazineAugust 2005 Promo Pointers The challenge: Every February or March, IBM holds its largest worldwide executive event, the PartnerWorld Conference, for more than 5,400 attendees. Management was looking for ways to run the event more efficiently. The audience: IBM’s worldwide network of 90,000 business partners: resellers, distributors, systems integrators, software developers and consultants. The solution: Go paperless. Between 2002 and 2005, the PartnerWorld event team migrated its communications to 100% electronic transmission, saving about $630,000 a year in show promotion expenses. The strategy: By eliminating direct mail and the printed show directory, IBM was able to increase the timeliness, accuracy and frequency of communications and save money at the same time. For attendee promotions, Michelle Bess-Anderson, communications manager for the conference, created what she calls a "constant drumbeat" of messages, about every two weeks, beginning in the prior September. The graphic-rich HTML emails identified PartnerWorld as the sender, and used an attention-grabbing call-to-action in the subject line. All messages were crafted as personal invitations signed by the conference host, general manager of IBM’s global business partners. Each email invited the recipient to visit the PartnerWorld Conference website, where they can find new information, like a preview of the exhibit hall, a downloadable program guide, and a welcome video message from the general manager himself. Why it works: Several factors contribute to this strategy’s success. IBM had 100% email access to the global community of business partners, a population that is highly comfortable with things electronic. They already have a deep, contractual relationship with IBM, so email about the annual partner conference is valued and not seen as spam. The results: Not only did IBM save big bucks in printing and mailing, but they also saw improved results in conference registration. The conference has grown every year, reaching 5,400 attendees and over 200 sponsors and exhibitors in 2005. Furthermore, registration has shifted earlier, contrary to the trend for most show organizers. In 2002, the PartnerWorld conference recorded 100 registrants by December 31. In 2003, more than 1,500 had registered by the same date. Says Joyce Keller, manager of the PartnerWorld conference, "We’re able to get important information out to attendees earlier, which moves up their decision-making. It sure has improved the quality of our Christmas vacations!" Advice to others: Keep your email file clean. It’s worth its weight in gold. And you might even try converting your printed program guide to electronic delivery via PDA. ........................................................................................... © 2008 Ruth
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