Because our busy prospects receive many invitations, we decided on a playful approach that would engage and entertain them.

Invitees received four transparent cards printed with what appears to be a random assortment of dots, colors and words. Only after the cards are arranged in the proper order, is our message, “A Meeting of The Minds,” and the event logo revealed. The jumbled invitation is a metaphor for the mixed emotions and apprehension that some marketers’ feel about digital innovations. However, the puzzle’s solution brings relief and leads to our proposition: attending Verge will help to alleviate your digital anxiety.

Invitations were sent to a list of 386 people, including both clients and prospects. Replies were received by email, telephone and postcard. Despite a relatively short notice (three weeks), 136 people who received invitations attended Verge, which is a success rate of 35.2%.