ALTA ONE
This annual conference hosted by the American Land Title Association is the largest gathering of Title and Escrow Professionals and Business Leaders in the industry. Attendees come to get CE credits, hear from industry experts, meet with technology vendors, and to network with peers and partners. I have owned budgeting, staffing, logistics, execution and reporting on this event for 7 years. Year over year this conference continuously offers opportunity returns between $2MM and $4MM.
Number of Attendees: 1200-1400
Number of Sponsors/Exhibitors: 60+
My Budget: $100K on average
Early Years Strategy (2017-2019)
In the initial two years of sponsoring the event, the focus was on lead acquisition from the attendee list and gauging brand awareness with limited resources. However, in 2019, with the event coming to Austin, where most of the staff resided, the opportunity arose to make a significant impact. With a more mature company, product, and team, a decision was made to amplify efforts by increasing budgets and developing a comprehensive campaign strategy. This involved close collaboration with sales and customer success teams to refine the target audience.
Here are the highlights of the campaigns ran alongside the 2019 conference. From brand awareness to targeted campaigns the themes laid in “local”.
Broad Brand Awareness: Marketing Emails to full list or targeted lists pre-event
1) “Win a Trip on Us” Sweepstakes
Goal: Engage entire conference attendees with the brand by offering a sweep stakes for a complimentary trip to the event.
2) “Let us pick you up!” - Lyft Rideshare Coupon Codes
Goal: Engage target audience with our brand the moment they land in “our city”. Primer for a deeper engagement with these accounts at the event.
Big Splash Branding Moments: Marketing email blast to the attendee list combined with targeted sales and CS outreach
1) “Welcome to Austin” 200+ person Happy Hour hosted onsite
Goal: Continue client brand engagement journey with “our city” narrative by inviting target attendees pre-event and with printed invitations at the booth to an easy access happy hour just steps away.
2) “Free Souvienger Shirts” Live T-Shirt Screen Printing at the booth
Goal: Create buzz around the booth and generate leads in a very busy exhibit hall. Working with a local print shop to offer a live experience that most people do not see.
3) “Tell them it’s on us!” Rainey Street Bar Crawl
Goal: Continue client brand engagement journey with “our city” narrative by partnering with series of local bar with in walking distance to give attendees a complimentary drink on “our tab” if they see the event badge.
Target Accounts for High Engagement: templated and personalized outreach cadences from sales, customer success, executive, and partnership teams.
1) Customer Appreciation Dinner
Goal: Build stronger relationships and longer customer retention by treating current clients to a special, private dinner with access to their day to day success managers as well as company executives. Casual and hosted with in walking distance.
2) Enterprise Accounts Dinner
Goal: Wine and dine a select mix of top prospect accounts, top customers, and industry influencers to create or accelerate enterprise opportunities and closed won deals.
3) Super VIP Racing Experience at COTA
Goal: Build relationships with a couple of CEO selected accounts by treating them to a one in lifetime experience of racing cars on the Circuit of the Americas Track in Austin.
Later Years Strategy (2021-2023)
Throughout 2020 and 2021, the company's market share experienced remarkable growth, transitioning from a newcomer to the market leader. Brand awareness within the industry was solidified, shifting away from extravagant parties or sweepstakes towards account-based campaigns tailored for highly intricate businesses. Executives now require secluded environments conducive to deep discussions concerning significant business transformations. These shifts in brand strategy are mirrored in event tactics, with reduced emphasis on broad brand awareness and increased focus on targeted investments tailored to specific accounts.
Here are some highlights from campaigns run in 2022 and 2023.
Broad Brand Awareness: Marketing Emails to full list or targeted lists pre-event
1) “Top 5 Picks” Landing Page
Goal: Generate brand awareness and engagement interest from the full attendee list with a fun and informational list of things to do at the conference and local area including a form for meeting requests.
2) “Brand in Hand” Hotel Key Cards
Goal: Engage entire conference attendees with the brand by having it in their hands literally as well as drive traffic to the landing page and meeting form with a QR code.
3) Physical Branding/Ads
Goal: Engage entire conference attendees with the brand by purchasing added display branding and sending in my “Connect with Confidence” Gum to the Welcome Bags.
Big Splash Branding Moments: Marketing email blast to the attendee list combined with targeted sales and CS outreach and in event app messaging
1) “Update you LinkedIn Profile” Headshot Station
Goal: Create buzz around the booth and generate leads in a crowded exhibit hall by offering attendees a chance to spruce up their profile with an updated picture.
2) Speaking Engagements: paid or ideally earned
Goal: Brand the company as a thought leader by hosting workshop/clinic in a private space or being selected for a speaking session during the application process.
Target Accounts for High Engagement: templated and personalized outreach cadences from sales, customer success, executive, and partnership teams.
1) 15-40 Person, Structured Executive Dinners with the CEO
Goal: Foster deeper relationships with potential customers, current clients and partners as well as accelerate deals by hosting an exclusive dinner experience with structured conversation among similar peers.
2) Private Meeting Spaces
Goal: Accelerate opportunities and deals by providing the CEO and other staff with private spaces to have in depth conversations about complex deals and companies.
