ASPWorld Expo

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Challenge:

IDG World Expo was launching its first Application Service Provider (ASP) show, ASPWorld Conference & Expo. They needed a firm that both understood the technology community and trade show promotion to carry out the branding, print and ad campaigns, and Web design and development to impact the corporate buyers they were looking to attract. Furthermore, IDG World Expo had major time constraints and needed to know that this firm could consistently deliver on schedule because of the rapid emergence of the ASP market sector and IDG’s desire to have a timely capture/confidence level of being able to get it done right and well.

Solution:

LeapFrog Solutions’ demonstrated ability to successfully launch previous shows for IDG World Expo, such as MACWORLD and LinuxWorld Expo, made LFS the logical choice. LFS conducted comprehensive research on the ASP market and worked closely with IDG World Expo to develop the strategic plan, show theme and tagline which was most conducive to increasing response rates of the target audience. The tactical plan included creation of ten unique exhibitor and attendee print mailing pieces, a series of full-color ads with multiple resizes, a 20-page conference brochure, the sales kit folder, and a post-show highlights brochure. LFS also created a dynamic, robust Web site that reinforced the show identity, and developed the backend applications for online registration and user tracking which incorporated a polling mechanism to allow IDG to better understand their audience demographics. LFS hosted the site on a dedicated Linux server.

ASPWorld Expo needed a Web site where visitors could register online and get the latest show updates. In addition to the creative treatment, LFS designed and developed the backend functionality with a MySQL database on a Linux dedicated server to allow for scalability. Using a secure form of tracking software, LFS enabled IDG World Expo to monitor daily Web activity in response to direct marketing campaigns such as after direct mail, ads and press releases launched. The "reciprocal link" initiative also had a positive direct impact on the increased traffic to the site.

Result:

From the IDG World Expo Management post-show focus group survey:

• 22% of respondents learned about ASPWorld Expo from the direct mail pieces.
• 22% from the ASPWorld Web site
• 31% from the advertisements in trade publications
• 56% of the respondents confirmed that the materials they received for registering early (direct mail pieces) motivated them to attend the ASPWorld Conference & Expo.
• Respondents reported that the Conference Brochure was a key communications piece, said to have high recall among all participants and the pass-along factor was high among most attendees.
• Survey showed that all participants visited and used the Web site and were impressed with the consistent look and feel with the marketing materials.
• Push-to-Web Campaign exceeded expectations.

Services Provided:

• Branding
• Web site
• Conference brochure
• Sales kit
• Direct mail campaign
• Advertising