Greater Baltimore Tech Council
Using the Internet to Drive Event Traffic
TechNite is Greater Baltimore’s premiere event for the business and technology community. Working with the Greater Baltimore Technology Council (GBTC) on the event this year was Tuvel Communications, the Internet communications firm. GBTC and Tuvel Communications joined forces to locate new TechNite 2004 attendees, create an electronic network, and drive event attendance.
"Tuvel Communications introduced the Greater Baltimore Technology Council to new audiences and business communities that we never would have reached on our own."
— Penny Lewandowski: Executive Director, Greater Baltimore Technology Council
CAMPAIGN SUMMARY
Goals — The Greater Baltimore Technology Council asked Tuvel Communications to develop and execute an innovative online communications program for TechNite 2004. GBTC had a short timeframe in which to accomplish its goals, making the Tuvel talent of speedy communication especially valuable.
Strategy — By locating channels used and trusted by GBTC members for information and advice, Tuvel Communications was able to identify and engage audiences most likely to attend TechNite 2004. Tuvel Communications carefully selected communication channels that included groups and individuals who had the capacity to spread the word. This personalized communication not only offered value to prospects but also complemented traditional marketing programs such as radio, direct mail, and advertising.
Tactics — Various contests created excitement and drove traffic to the newly created website for TechNite 2004. A website marketing page offered easy access and spread the word. Crisp messaging included a clear call-to-action and unconventional marketing tactics such as blogs and social networks. Reciprocal linking programs built relationships and offer added value. Internet communication vehicles were able to locate and motivate new people who became part of the TechNite 2004 audience.
Results — Tuvel Internet Outreach Efforts produced better than a 15% response rate, which ensured a sell out event. The pass along rate for electronic communications increased by 50%, and website event traffic grew by 30% (year over year). Internet marketing efforts reached approximately 5,000 people-individuals and highly targeted groups in a comparatively short span of time.
Results far exceeded expectations, marketing efforts produced a highly favorable response, and the event created excitement and buzz. Tuvel’s proven precision and speed better positioned the Greater Baltimore Technology Council to drive event traffic and build new relationships that delivered a valuable message to the right audience at the right time.
Achieving Similar Success
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