SMGtv Video Trailer (Quicktime, :30s; 3.7 Mb)
SMGtv DM 4-series Campaign (click to enlarge)
SMG in the late 90s was a leading event marketing agency. Because of technology adoption, spending on events was decreasing significantly. Major technology companies were pulling out of shows. Webcasting was offered to clients as a way to provide corporate reach.
Launch Planning
An integrated marketing plan including segmentation, audience mix, target corporations was developed. A list was purchased and optimized. Messages were developed and media, metrics, sales followup and service offering was planned.
Web and Interactive
A website, interactive media, training video, script were designed and developed.
Direct Response Results
A DM campaign consisting of 4 direct mail pieces, spread 3 weeks apart were mailed to drive attendance to the website. Each piece drew 1.2 - 4% response, and a cumulative 12% response was won over the course of the campaign.
