OBJECTIVES
By attending this exhibition Cognizant's main goal was to generate qualified leads.
Blue Projects' strategy for Cognizant:
- provide a concept-idea to attract visitors to the booth
- provide the tools to generate a qualified leads database for Cognizant
SOLUTIONS
To achieve Cognizant's goals, Blue Projects developed a Tailor-Made Program with the incentive; "Find your key to success!" this was created to tie in with the "Future of Work" theme, developed by Cognizant's marketing team.
Blue Projects took care of each step in the Program process;
- Design and production of Traffic Driver Kiosks, including tailor-made software [Blue Leads] that allowed visitors to engage in the incentives, and Cognizant Marketing team to generate a qualified leads database, thanks to a barcode scanning system
- Design and sending of an HTML direct mail inviting the target list (2000 people) to visit the Cognizant booth at the trade-show
- Design and production of Cognizant branded and barcoded Credit Cards that Cognizant's partners at SIBOS gave away to prospects. The prospects were then incentivized to bring the cards to the booth
- Organization of a Lottery draw at the Cognizant booth, every day of the exhibition. Visitors took the credit card or the printed Email (also barcoded) to the Cognizant booth and scanned them at the booth kiosks. After answering 3 questions they found out whether they had won a lottery ticket or a key chain finder (Key-ring). The lottery tickets were for a daily draw for 3 iPad's and 6 bottles of champagne.
RESULTS
- 200 lottery attendees
- Only 5 unsubscribed requests to the HTML email
- 15 qualified leads from the 200 players
- An updated database for Cognizant's sales department
