To the Table: Capturing Leads through a Corporate Dinner Event

The Challenge

To gather at least 80 total attendees (government officials and their guests) to a private dinner reception during a national healthcare conference.

How the Tool Was Applied

A healthcare client provided us with a target invitee list of 197 names (182 target contacts, 15 employees from client’s company) of busy government officials located throughout the United States. First, we made calls to each contact on the list to correct contact information or confirm mailing and email addresses, names, and titles.

globalHMA designed and proposed three creative concepts/dinner themes based on the location of the event. The proposal included a thorough venue list of restaurants that could accommodate the group within the budget. We handled all communication with the venue staff to coordinate menus, floral centerpieces, and the floor plan. In addition, we designed table cards, custom-printed name badges held on standing badge boards, numbered table tents, a customized wine list and a branded take-home gift to dinner attendees. The globalHMA team executed all aspects of the dinner.

A three-month direct contact campaign was implemented to nurture the leads into attending the dinner. The campaign included a hard-mailed postcard, email blast invitation, a reminder-email blast, and follow-up phone calls. A response form recorded RSVPs of invitees. Each response was automatically saved to a downloadable Excel spreadsheet that was accessed through a custom-built administrative login. Following the dinner event, an email blast was sent to all attendees.

The Results

There were a total of 104 people that attended the dinner:

  • 61 target contacts (33.5% of client-supplied target list)
  • 31 guests of government officials
  • 12 client employees

The overall objective to gather 80 total attendees was exceeded by 30%, resulting in great conversations, engagement and new leads for our healthcare client.

While we can report on specific tools individually, no tools are meant to stand completely on their own. At globalHMA, one of our strengths is integrating multiple tools into a specific budget. We call it “smooshing” – our technical term for getting the job done with the necessary tools and within the budget.

Corporate dinner