Bring Digital Prowess to Traditional Marketing to Achieve Results

Sometimes, an existing partnership develops and evolves. We partnered with an existing Client on an innovative event to showcase a new technology, resulting in improved brand awareness and advocacy.

Opportunity

Br8kthru had developed a long-term relationship of trust with a Global Fortune 500 Paint and Coil Coatings Manufacturer, and when they needed support with an event, we were there.

The idea was clear: take a new piece of technology, capable of printing out paint chips based on an individual’s thoughts and ideas, and throw an event to celebrate it — all while driving brand awareness and nurturing leads.
 

Strategy + Tactics

Based on our understanding of event marketing, an idea began to form. In addition to traditional event marketing activities, we wanted to create a video and use it in event promotion, then adapt that to highlight the technology featured at the event after the fact.

In many ways, Br8kthru’s strategy was simple. We would continue what we had found to be successful for this Client, doubling down on lead generation and lead nurturing strategies that we knew would work. We planned to build a list of interested individuals and nurture their journey to event attendance, leaving us with both attendees and prospective customers.

On the traditional event marketing side, this looked like lead generation emails and email workflows that captured and nurtured leads. Br8kthru also developed a landing page for the event, and continued to promote it on social media. We planned post-event nurturing, too, to continue supporting the long sales cycle of coil coatings after the fact.

Simultaneously, we were working on a video to generate excitement and showcase the technology being debuted at the event.

To develop this video, Br8tkhru began by creating a mood board for the campaign as a whole, as well as a storyboard for the video. We knew we wanted a video that could be clipped and used on social media while still maintaining a cohesive story.

From there, we created a script and low-fidelity version of the video we planned, with stand-in clips and B-roll. We created the final video, complete with graphics and text, which we used to create cutdowns.

At each stage of the process, Br8kthru got feedback and input from all the stakeholders of the project to ensure alignment and cohesion with the campaign, the brand, and the other event collateral. We discussed objectives and vision, storyboarding, scripting, and more, which led to overall higher-quality outcomes at — and after — the event.

Overall, our existing partnership equipped Br8kthru to leverage our knowledge of the Client’s brand and personas, which allowed us to create a cohesive experience across all event collateral, including menus, print collateral, landing page, and emails.

Results + Measurements

The promotional video was promoted across various social media platforms. Cut-downs of the video were also used on these platforms to maximize reach and engagement. The video was also embedded on the event landing page and shared via email campaigns to drive sign-ups. After the event, we re-cut the video with event footage to keep the momentum going.

In the end, the event was a success. Br8kthru’s efforts drove 200 attendees to the event, many of whom we interviewed for the final video. Thanks to a combination of tactics, we were able to reach our goals of event attendance and creating a piece of evergreen content for the Client to use to promote this technology.

Just as importantly, the Client was happy with the outputs and outcomes. Despite the fact that event marketing and video aren’t our bread and butter, we were able to help a Client who needed help. We drove results outside our normal scope of work, incorporating them into an existing sales and marketing ecosystem. To us, this was the biggest result of this project: we flexed, we drove results, and we had a happy Client, plus our Michelin-Star Standards were on full display throughout the project. It was a win-win situation.

A Trusted Partnership That Makes a Difference

Thanks to our trusted partnership with a Global Fortune 500 Paint Manufacturer, we were able to drive attendance at an experiential event. Not only did this project showcase the importance of a long-term relationship of trust, but it also demonstrated the value of effective collaboration and involving stakeholders early and often throughout the planning process.

By creating a comprehensive ecosystem for event promotion, we were able to meet our goals while flexing to integrate traditional and digital marketing strategies and tactics.

This event — and the video — demonstrated our ability to execute a complex, multi-faceted project successfully. By providing a memorable and engaging experience for attendees and creating evergreen content that continues to deliver value for the Client, Br8kthru solidified our position as a valuable partner in the digital (and traditional) marketing space.

Curious how our digital marketing strategies and tactics can support your next event or campaign? Request a complimentary Digital Marketing Gap Audit today to have our experts analyze your current marketing activities and make tailored recommendations for improvements that will make a difference.