IBM Malaysia wanted to hold Solutions Day 2006, a conference and exhibition event targeting IT Managers. Unfortunately it faces a huge misconception from Small and Medium-size companies. These customers perceive IBM solutions as expensive, and cater only to large corporations. What's more, IBM wanted to charge a registration fee of RM100 (22 euros) to ensure that only those who were really interested would come to the event. Whatever the size of your organisation, they have the solutions that fit. The event invite took the form of a specially designed letter split into three parts, analogous to Small, Medium and Large businesses. All three parts could be read as one continuous letter. Each part could also be read as a stand-alone letter, showing that every business regardless of size is important to IBM. For this lead generation event, the client's desired response was 600 registrations upon mail-out. A total of 900 people registered, a 150% response. 421 companies were represented, and 60% of attendees were from Small and Medium-size companies. The perception that IBM only caters to large companies was dispelled, with valuable sales leads generated. The success of this campaign has convinced the client to hold a similar event in 2007.
Agency: OgilvyOne Worldwide, Malaysia.