Bold Event Marketing: 164% Decision-Stage Growth at Competitor Conference
The Story
A cloud security monitoring platform needed to break through at a major competitor's annual conference to capture market share during a critical window. The company faced the challenge of reaching thousands of attendees who were locked into their current SIEM provider's ecosystem, requiring a bold, attention-grabbing approach to shift mindset and generate awareness.
What We Did
Created "SIEM Revolution" campaign with colonial Boston theme, positioning independence from legacy SIEM
Deployed on-site event activation including 8 actors in full colonial outfits performing at multiple locations, outdoor advertising and handouts
Multi-channel activation: Airport digital ads, pedicabs with branded signage, picket signs, declaration scrolls, pamphlets, and branded giveaways
Integrated digital strategy: Geofenced display ads, LinkedIn campaigns, Folloze landing pages for pre/during/post-event engagement
Content distribution: 100 pamphlets distributed, 33 pedicab rides, 30 branded items handed out
The Edge impact (within first 2 weeks)
125% increase in demo requests
72% spike in website traffic on event day
55% increase in overall website traffic during event week
148% increase in LinkedIn engagement
53 de-anonymized accounts engaged with 4 TAL accounts including major tech companies
40 accounts moved forward in buying stages
164% increase in accounts reaching decision stage
Hundreds of videos recorded and shared by attendees creating viral awareness
