Direct Marketing Firm Sought Conference Spotlight After Merger
Firm’s ‘Made In Massachusetts’ Premiere Became Hottest Ticket
The largest global direct marketing summit is planned two years out in rotating markets. But when DMA2011 in Boston Boston coincided with Wilde Agency’s acquisition by printing giant Universal Millennium, the timing, location and CMO attendees required a quick-turn strategy to connect with customer prospects and industry heavyweights.
Within five business days, Clarity created a ‘Made in Massachusetts’ central lobby party that was unavoidable to thousands of conference passersby. A red carpet entryway with stanchions ensured check-ins and matched welcomes by Wilde’s executive team. We’d secured thirty MA movie pictures on loan, both thematic décor and icebreakers. As they ate movie popcorn and sipped ‘Wilde One’ cocktails commissioned by a top Boston mixologist, Wilde’s leadership team was on center stage. Its business was the talk of all and the leadership team had one place to consolidate these reconnaissance conversations to reintroduce the firm and address any falsehoods or assumptions.
More than 300 guests attended, Clarity ratcheted up the firm’s Twitter following by 45%, and most importantly, Wilde Agency emerged with ten qualified marquee business leads.