Case Study: Marketing to Marketers With On-Demand Video

Sure, it’s possible to sell out an event using email alone, but the on-demand video approach not only outperformed the email approach in efficiency, it also gave the CMO Council some added ancillary benefits, says Ware. First of all, it boosted the Council’s "brand awareness," and its reputation as a "thought leader," according to Ware. "It gave us the chance to be seen as a leader in what we’re doing. We’re not the AMA, Red Herring, or anybody else."

And "the advantages have already begun to pay off" when it comes to pre-promoting next year’s event, Ware says. He explains that typically, as a show winds down, companies begin to line up to express an interest in participating in the next year’s event. Last year during the winding-down period, 13 or 14 companies approached the Council about the next year’s event. In comparison, during this year’s winding-down, "we had 30 to 45 conversations about participating," says Ware. "This is directly attributed to the video emails, which set the stage for who we are and what our brand really stands for. Because of what we did with our video emails, our message really resonated this year. It increased the breadth and scope of our reach and gave us a lot more for our money."