PROMAX BDA Awards Sponsorship
PromaxBDA Awards Sponsorship (2010)
Wiredrive, a software for digital asset management and online reels, sponsored the PromaxBDA Conference, celebrating achievement in entertainment marketing and design. As VP of Sales and Marketing, I negotiated a custom sponsorship as the "Digital Workflow Partner," which included: producing original content, an exclusive awards show after party, and online advertising that drove traffic to a Wiredrive-powered microsite.
During the 3-day conference, I interviewed 40 leaders from networks and cable TV, media distribution, syndication, creative agencies, design and emerging media. As they left the main stage, they were escorted into the “press room” where I offered them snacks, water or champagne and then sat down to discuss the importance of mobile platforms, the role of media and the future of agencies.
Wiredrive's objectives were three-fold:
Connect and establish rapport with decision-makers in the TV/Film Marketing and Promotions Industry in person.
Create brand awareness in the entertainment marketing and design industries.
Drive traffic to Wiredrive’s website and increase SEO through indirect marketing.
The sponsorship was a success, hitting all of our goals. SEO and indirect marketing increased and the microsite appeared in the top 10 results when searching for "PROMAX BDA" within less than a month. The event also generated one of the highest spikes in traffic to the Wiredrive website in 2010. We landed several clients including 3 Ball Productions, famous for the TV show The Biggest Loser, and generated dozens of new leads.
The total cost of this custom Sponsorship, including production costs, was 20% less than we had paid to sponsor other events and it generated a much higher ROI. I leveraged online advertising strategies and my expertise with CRM systems to track analytics. The results proved that creating original content, promoting content through social media networks, and careful attention to SEO was more cost effective and successful than a traditional “booth” at a convention.
The sponsorship included:
1 —
Original content for the conference microsite, powered by Wiredrive.
BTS conversation about the shift from “content is king” to “consumer is king” and the role technology plays in keeping up with meeting viewers where they are.
Wiredrive-Powered Microsite
Here is a short list of some of the speakers / presenters I interviewed. Please note: the job titles reflect the positions held during the conference in 2010.
Nic Adler, Owner, The Roxy Theatre
Neil Ashe, President, CBS Interactive
Amy Banse, President, Comcast Interactive Media
Joe Earley, President, Marketing and Communications, Fox Broadcasting Company
Timmy Fisher, Co-Founder, MK12
Rick Gledhill, Director/ Creative Director and Jerry Torgerson, Executive Producer, King + Country
Jeffrey Godsick, EVP, Domestic Theatrical Marketing and Digital Content, Twentieth Century Fox
Paul Guyardo, EVP, Chief Sales and Marketing Officer, DIRECTV
Mark Kudsi, Director and Senior Art Director, Motion Theory
Chris McCumber, EVP, Marketing and Brand Strategy, USA Network
Courteney Monroe, EVP, Consumer Marketing, HBO
J.D. Roth, CEO, 3 Ball Productions and Executive Producer, “The Biggest Loser”
Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi
Will Travis, CEO, Dentsu America
Jakob Trollbäck, Owner and Creative Director, Trollbäck + Company
Ed Ulbrich, President, Commercials Division and Corporate EVP, Digital Domain
Garson Yu, President and Creative Director, yU+Co.
2 —
Awards Show After Party
The Awards show after party was co-hosted with clients, King + Country! I produced the event and hired a DJ and my belly dance instructor to perform with her dancers!
3 —
Online advertising
Banner ads on the PromaxBDA website and in their newsletters, driving traffic to the microsite
Editorial coverage of the microsite on the PROMAX BDA website.
Coverage was also picked up by BRIEF Magazine and Warner Bros website WB.COM
I also worked with Hype PR to promote the microsite via Marketwire.
Erika with Laura Coones
“Erika is one of the best marketers I’ve seen in the business. Over the past decade I’ve witnessed her create completely unique, innovative branding opportunities for her company and clients.
She’s professional, smart, fun, and overall a pleasure to work with. I’ve enjoyed the projects she and I have been involved with, and always learn something new in the process. I highly recommend her for any new venture she’s chooses to explore.”