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CPA
IT MARKETING
VIRAL / DIRECT MAKETING / EXHIBTION |
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OWN THE PRIMARY CHANNEL TO THE INTELLECTUAL PROPERTY MARKET AT THE BIGGEST SALES PERIOD
NO MAYBES
CPA are one of the world's largest intellectual property management companies, but they have an aggressive growth strategy. They are targeting two groups of Maybes - businesses who as yet are not managing their IP; and firms who could re-assign their intellectual property management. The former have yet to realise the value of their IP, and the latter see IP management as functional & see all IP companies as the same.
INCITEMENT
Both groups needed a powerful reason to consider CPA, to be successful we had to incite trademark attorneys to convince marketing departments, finance directors and the board, of the merits of signing up or switching. Which meant taking them out of the legal world and into the world of big brands and corporates. Inciting them required us to make them realise that they were in charge of the most valuable and potentially profitable corporate assets - brands & the ideas. 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 moment where people were likely to turn to CPA in big numbers was the key global IP exhibition - INTA. This was the worldwide showcase for firms wishing to explore IP management for the first time, or, assess their present IP management. Creating a powerful first-touch would generate individual sales leads that would be turned into clients over the next few months.
The objective was to own INTA, by creating profitable experiences that differentiated CPA from the competition. Profitable experiences were created around a variety of touch points with CPA during the exhibition - all of which emphasised the value of brands. This took the form of Post-it notes in their bedrooms on arrival; a brand value museum on the stand; sound bite presentations from global brand owners; and an incredible party that celebrated enduring brands that have continually generated value for their owners.
EFFECT RESULTS
Over 2,000 potential clients visited the CPA exhibition stand in three days.
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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