How do you grab the attention of seasoned marketing professionals who’ve seen it all before?
That was the challenge the Asia-Pacific Professional Services Marketing Association set for us when we were asked to promote its Hong Kong conference. Our solution was to create personalised films – 795 of them actually.
We personalised films for 795 APSMA members with their name, company and a targeted call-to-action. The films were sent out as film ecards that took users to a landing page where they could see their own unique film.
The e-card open rate in the first three days was 42.9 per cent, compared with an industry average of 17.8 per cent. The click-through rate was even better: 12.8 per cent compared to an industry average of just 2.1 per cent.