Dell Technologies World
do more people make things more amazing?
video created by our friends at Fit To Tweet
Dell Technologies thought so when they reached out to Opus Creative for guidance and execution of a creative campaign strategy for their flagship event, Dell Technologies World.
Their three goals?
Let’s start with the basics. The practical tactics.
We developed a globally targeted, multi-channel, bi-monthly email newsletter campaign, coupled with paid and organic social media.
to support each email deployment, We CREATEd
6 outreach phases.
38 combined steps.
4 global regions.
By putting special emphasis on attendee outreach, event registrations via email grew four years straight.
The better we understand the problem, and the better we know the client, the better the execution. When we tell our grandkids about Dell Tech World, 2019 will be “the year it all came together”.
2019 saw the largest year-over-year jump in attendee registration from newsletters.
a whopping 139%
The huge conversion rate spike was due in part to extensive creative testing and solid list growth.
We actively A/B test email campaigns and apply learned analysis to both our creative and management approach. All with an eye to increase clicks to registration.
Unique clicks increased from a total of 1,100 in 2016 to more than 32,000 in 2019.
Over three-quarters of all traffic to the DTW site was due to contributions from Opus Creative.
newsletters accounted for 26% of all event website traffic.
so did social and paid media.
Together, all these numbers drive event registrations. And registrations. And more registrations.
