Create individualised direct-mail pieces and web-response pages inviting prospects to attend the HP Indigo London Roadshow.

Use eye-catching visuals that illustrate the concept of 'unreal' quality, very real opportunity, and show off the vibrant colour attainable on the digital presses.Vary messaging by job title to increase relevance. The third drop in the campaign, sent post-event and offering access to archived materials, was further segmented into attendees and non-attendees.Print pieces included a personalized URL that took respondents to unique web-response pages with event registration forms, online demos, and additional relevant information.

The campaign delivered a whopping 12.5% response rate, and 58.3% conversion (registered for event/demo/archived material). The result was above-average attendance at the event and many qualified sales leads.

Richard Davies, HP Marketing Manager, “The campaign was a smash hit - generating good sales leads, and contributing greatly to the success of the event.”