Case study: Why Amazon used Bespoke to teach 130 marketers and creatives the power of voice
In spring 2018, Amazon approached Mumbrella to organise, curate and promote a sponsored half-day masterclass in Sydney to teach marketers how to take advantage of its voice technology, Alexa. Amazon wanted marketers to explore the possibility of adding “Skills” that could help brands educate consumers in new and innovate ways.
The half-day event included presentations, panels as well as interactive masterclasses
What we did
Bespoke branded the event the “Amazon Alexa Masterclass” and held it at Ivy Sunroom, a prestigious wedding space in central Sydney. Mumbrella handled every aspect of the organisation, including:
- Booking the venue and catering
- Liaising with speakers
- Designing, writing and printing all assets and invites
- Promoting it to our readers via content and news stories
- Overseeing the day’s running order, schedule and script
In order to get the most relevant guests, our strategy was two-fold. Firstly, we used our unrivalled industry contacts book – compiled from those who attend our events – to send targetted invites to senior marketers handpicked by Amazon.
Click to read Bespoke’s invite sent to delegates from Mumbrella’s contacts’ book
Secondly, we published a news story opening up registrations to all of our audience. Amazon then selected those who would ultimately attend. We were able to use our knowledge of the industry to write those stories and invites in a way we knew would resonate with our audience.
The news story announcing the event featured prominently on our homepage, as well as on our newsletter and social channels.
Mumbrella Bespoke’s editor, Adam Thorn, MC’d the event and also wrote a script that was shared with the speakers prior to the summit, so they could make whatever edits they wanted.
Bespoke’s editor, Adam Thorn, introduced the event
The Ivy Sunroom has a separate bar and dining area that Bespoke used to provide refreshments during the event
How it performed
As well as the 130 delegates who attended, more than 400 people registered their interest for the event. Furthermore, 1,700 read the launch news story – around three times higher than our typical article.
Delegate reviews
Afterwards, attendees rated their overall experience at 8.7/10 on average, with nearly 90% stating they would return if we held it again. Some of the comments included:
“The event was a fantastic introduction to the possibilities of voice marketing. It made me rethink how my clients can engage their customers with voice, and inject their unique brand personality into Alexa skills.”
“Everything about the event was of the highest standard – venue, speakers, content, food – it ticked all the boxes and then some!”
Want to find out more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.
CONTENT SPONSORED BY Mumbrella Bespoke
