The Opportunity

InfoComm International, a trade association representing the audiovisual professionals worldwide, wanted to develop membership marketing materials that could be sent to new and renewing members immediately after joining. The goal was to welcome new and returning members, and to encourage them to share the information with colleagues.

Hi-fidelity marketing.

Our Approach & Results

 

We developed a high-impact, engaging direct mail piece that could draw members' attention to InfoComm's many benefits. We used audio technology embedded in the direct mail piece and added gamification using the theme "Mission: Possible."

Each personalized membership kit contained five mystery envelopes, each promoting a different benefit of membership in InfoComm. As new or returning members opened the kit, the audio playback (set to the music of Mission: Impossible) invited them to take on the mission of making the best use of their InfoComm membership.

The unique and creative nature of these membership kits turned them into instant conversation pieces, to which the value of InfoComm's membership was closely linked. We developed four versions of the membership kit (US English, UK English, Spanish, and Portuguese), each targeting specific audiences across the globe.

The unique and creative nature of these membership kits turned them into instant conversation pieces.