Identifying the Challenge

Ansa Financial, a subsidiary of the Ansa McAL group of companies in Trinidad & Tobago approached us to craft a solution for a new Shareholders event the group was planning.

The event would go beyond the typical annual general meeting, to:

  1. Showcase each of the group’s subsidiaries in more interactive ways
  2. Deepen shareholder engagement and understanding of the overall sector’s business.

The Ansa Financial subsidiary included Tatil, one of the oldest insurance companies in the region, as well as Ansa Merchant Bank which provides a range of investment and commercial finance facilities.  As an overall conglomerate with many sector groups and subsidiary companies including Guardian Media Limited, Carib, and more there was healthy competition among the subsidiaries ahead of this event. Our client wanted to stand out along from the crowd, while achieving key goals.

Creating the solution

In what was an early proof case in our agency of the power of integrated marketing, we set out to create a solution that would blend online / digital and offline interactive components. We convinced the client that they could achieve many of their key objectives by integrating technology directly into the booth experience and the interpersonal interactions between booth visitors and staff.

We undertook to provide pre-event awareness marketing, build interactive applications for use during the event that would  be managed by our agency staff, as well as use gamification and other techniques to drive up engagement. We designed a solution that would go beyond just the onsite engagement by helping to generate leads that could be communicated with post-event as well.

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Integrated Marketing in action

In what was an early proof case in our agency of the power of integrated marketing, we set out to create a solution that would blend online / digital and offline interactive components. Great brand activations in our view are best executed when there is great thought and execution pre, during and post-event.

Pre-event

We conceived a strategy that used targeted advertising and email marketing to drive interest and awareness of the Ansa Financial booth presence pre-event, and allowed persons to pre-register to visit the booth.

During the event

Our on-site solution leveraged our teams experience with hosting digital marketing conferences and building digital apps and experiences. We provided staff to aid with manning the booth and running an on-site engagement activity that included historical trivia, and used gamification principles to increase participation, including a live leaderboard. Our team also built, deployed and demoed an interactive app on touchscreens and roving tablets, that gave more information on the sector’s subsidiary companies and services, while also allowing signup for future communications.

Post-event

All permission-based leads would receive post-event emails thanking them for their participation, and in our proposed strategy would be available for use by internal marketing teams for future lead nurturing.

 

Results

290

Pre-event registrations via email and other marketing

224

On-site check-ins to loyalty experience (plus 38 walk-ins)

176

Conversations with an agent on-site

61

Post-event appointments booked (leads)