Sound strategic planning, integrated/cross-platform lead-generation initiatives, engaging design, and on-point execution all helped lead Informatica to a record-setting year at their annual Informatica World event.

“The conference last week was a huge success. There were actually 1,700 customers in attendance which broke all previous records!“ – Kathy Peterson, (previously) Senior Marketing Program Manager, Informatica

This marketing program consisted of 3 phases: 1) the initial lead-generation and retention initiatives to promote both regional User Group meeting attendance as well as the annual Informatica World conferences (marketed to current and past customers, partners, and key prospects); 2) strategic and creative development for signage and collateral for the 20+ regional customer meetings including cross-promotion for the annual conference; and 3) creative development and execution for materials for the annual customer event itself.

Phase 1 execution included a variable-data personalized direct mailing, a customer e-blast series, collateral for sales team distribution, and site landing pages (implemented by Informatica’s communications department).

Phase 2 execution included event signage and data sheets for the User Group regional meetings and cross-promotion for the Informatica World event included signage and flyers for the event (and sweepstakes prize). Additionally, a social media campaign featured YouTube videos of the grand-prize scooter and customer “shout outs,” of course, at multiple regional events to be shared by customers on respective platforms.

And the final phase for the Informatica World event included vertical pop-up banners for both the sweepstakes as well as the customer “birds-of-a-feather” discussion forums, sales lead-cards/entry forms for the sweepstakes, guide ads for the aforementioned, as well as other miscellaneous marketing collateral and conference premiums.