From a marketing perspective, the e-learning industry can be a bit dull. Organisation's need e-learning developing, they head to a few websites, send out a tender, go through a round of presentations and choose a company to partner with. It means a lot of marketing can be focused on stuff like case studies and credentials, which can get a little boring.
This campaign is a little different, though. I pitched an event exclusive offer for Software as a Service (SaaS) e-learning tool gomo learning, which has allowed me to get a little bit more creative. I strategised the campaign, implemented the various elements and managed the whole process. The aim of the project was to speed up the revenue return of event attendance, as it can sometimes take a year or so from meeting a lead for them to spend any money. The campaign was made up of...
- Google Adwords - focused around various, very specific event terms, we're able to get a really low cost per click and be sure that the right people know about the offer.
- Sponsored Tweets - focused around the event hashtag and followers of the event account, we again can hone in on the guys we want to target, letting them know about the offer and directing them to a page where they can find out how to take advantage of it.
- PR - taking advantage of a couple of industry contacts, I've got a PR onto a major e-learning news website for the region the event is taking place (US) + another one on a training newswire service, going out to event attendees.
- Print collateral - A card (pictured above) is given to anyone who visits the exhibition stand, that way we can be sure that only those who actually attended the event can take advantage of the offer.
ll of the 'noise' was very targeted, ensuring the right people pick the message up and giving them a reason to visit the stand beyond an event gimmick - it's a cold, hard cost saving.
The campaign was moderately successful with 3 subscriptions ($1494) coming in the 2 week window we allocated for people to take advantage. We usually make no money back from an event until at least three months after an event, so it was definitely a victory which I hope can be refined for future events.