Gearhart Law – Increasing Attendance and Making a Dry Topic more Lively
Challenge: Gearhart Law, an intellectual property law firm serving the technology community, wanted to showcase their thought leadership at their annual Global Intellectual Law Symposium.
Events like this help Gearhart with business development, so increasing attendance and engaging participants was critical. They launched a marketing campaign to improve attendee sign-ups as it became closer to the event.
Solution and results: Gearhart promoted the Symposium as an “interactive event where your input will be front and center.” Examples of the planned audience interactivity, powered by Lively, were used in emails and social media which resulted in a 24% increase in event sign-ups vs. prior efforts that did not mention the interactivity.
At the event, several speakers were featured, including the former Ambassador to Cuba, but Gearhart realized that six hours of hearing panelists required something different. They wanted to get as many attendees actively involved as possible.
Lively was used after each panel to get feedback on a single question: “What was the most important thing you learned?” This turned the event into a shared learning experience where all attendees could see the biggest takeaways of their colleagues. Open ended responses were shown on the screen, animating over a background video. Lively’s contest feature was used, which gave every participant a chance of winning a Visa gift card.
2/3 of the 150 attendees actively participated with Lively during this event. Who says lawyers can’t have fun?