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CPA
BUSINESS MARKETING
DIRECT MARKETING / EVENT |
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OWNING AN INDEPENDENT EVENT
NO MAYBES
CPA is the world's largest Intellectual Property management and services management. They are targeting two groups of MAYBEs - businesses who as yet are not managing their IP to maximise revenue from it; and firms who could re-assign their IP management. The former have yet to realise the value of their IP, and the latter see IP management as functional and all IP companies as the same.
INCITEMENT
Both groups need a powerful reason to consider CPA. We had to incite trademark attorneys to strongly convince FDs and the board of the value of switching to CPA. We had to make them realise that they were in charge of the most valuable and potentially
profitable corporate assets. And to demonstrate that CPA was the only global IP management company with the scale and the vision to help them maximise value and profitability.
PROFITABLE EXPERIENCES
The key global trademark exhibition, INTA, provides a worldwide showcase for firms wishing to explore or assess their present trademark management.Creating a powerful first-touch here would generate individual sales leads that would be turned into clients
over the coming months.
The objective was to own INTA, and create more profitable experiences of CPA than the competition, whether it was Post-it notes in their bedrooms on arrival; a trademark museum on the stand; sound bite presentations from global brand owners; and an incredible party that celebrated enduring trademarks that have continually generated value for their owners.
EFFECTIVE RESULTS
Over 6,000 potential clients visited the CPA exhibition stand in three days and more than one hundred substantial sales leads were made.
4,500 delegates came to the CPA party - making it the most attended event at INTA.
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