The Opportunity

Digital Marketing / Direct Marketing / Strategy

Genesys, a leading global multi-channel customer experience and contact center solutions provider was holding its first-ever Retail Summit. The goal was to bring together industry thought leaders and customer experience (CX) decision makers for a day of breakout sessions, networking and deal-making in an informal setting. With a tight timeline to get the word out, Genesys was looking for a targeted integrated campaign to build awareness and drive attendance to the Retail Summit. Genesys turned to North Star to develop tactics to get people to register for the Summit, engage attendees during the event, and pave the way for sales to continue the conversation after the event.

The Solution

We developed a mulit-touchpoint campaign that centered around Genesys’s key message to “Make it Easy” for CX managers to do their job. We developed a series of nine emails that focused on the key takeaways that would make their lives easier if they attended the summit. We collected mobile phone numbers for each registrant and from there, developed mobile messaging that was sent throughout the day of the summit to make the show more engaging and interactive. After the show, we sent a box of cookies branded with elements from the Retail Summit that extended the “Make it Easy” messaging and included a call to action that said “If You’re Hungry for More It’s Time to Talk.”

3D Post Show Mailer Insert

 3D Post Show Mailer

The Results

  • The North Star campaign helped Genesys exceed their goal of securing attendees for the Summit by 50%.