The e-content Company:
Events Promotion - "XML, Wireless, and the Future of e-Business"

The Client
The e-content company is an Interleaf business unit dedicated to the development, marketing and sale of XML-based e-content management tools enabling the creation, publication, management and re-use of dynamic, intelligent content for web and wireless applications.

The Challenge
e-content wished to support its repositioning around new XML and wireless technology, increase market awareness, and obtain sales leads to build upon its penetration of the e-business marketplace.

The Arrow Direct Solution
The chosen strategy was to run two-hour, early-morning seminars in seven major cities. The compelling proposition was an educational seminar, "XML, Wireless, and the Future of e-Business," presented by a high profile speaker, Barry Briggs, the Chief Technology Officer of the e-content company and a former Lotus Fellow. All attendees would receive a customized Gartner Group Research Report on XML and e-business, an enticing offer to the audience of senior level Internet, IT, and corporate management. We chose a mail package in a personalized number ten letter format, proven to be a very appropriate medium to high-level audiences. Care must be taken with the decision to put a teaser on the envelope. In this case we decided to include one because we could make it very enticing. Multiple technology publication subscriber lists targeting these specific individuals were researched and recommended. Registration was by Web, phone, or fax.

The Outcome
Response was vigorous and in less than a week of the mailing being received all seven locations were booked to capacity.

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