Situation:

gedas is a leading international system integrator in the field of information technology. One of their sales strategies is to provide educational seminars to their customers and prospects. gedas challenged Motor City Interactive to develop an email campaign that would meet their objectives.

Objectives:

- Build awareness and drive current customers to their website
- Increase attendance to the educational seminars
- Maintain a consistence presence at all of the events

Solution:

Motor City Interactive recommended targeting the gedas customer base by email communications. This is a two-phased approach for each event. The first of two emails would go out four weeks prior to event and then a reminder communication the week of the event to keep top of mind with the targeted audience. Upon completion of the event another email was sent thanking attendees for their participation. This strategy was also implemented for trade shows that gedas participated in across the country.

Results:

- Open rate consisted on average of 27%+
- Response rate increased from 10% to 15% for each event
- Increased attendance by email is 8%
- Repeat customer participation increase 6%
- 62% of the users said that the information was useful
  and informative and they would attend another event

Post Analysis:

gedas has continues to promote each event and has increased their marketing for every event held or sponsored by gedas.