CAPTURING THE MINDS OF TRUE ENTREPRENEURS

Smith & Jones took event marketing to the next level with the Entrepreneur’s Organization annual Nerve Conference. Our strategy was two-fold: to position the conference as a must-attend event for entrepreneurs, and create perceived exclusivity to drive registration. 

Our campaign creative speaks to the issues the entrepreneur faces in growing a business: upping their game (the size, share or quality of their business), spending more time with family, developing environmentally-sound business practices or turbocharging sales. And it speaks both to the unique character of the entrepreneur – their steel resolve and the courage to act alone – and to the competitive edge gained by attending the conference.

Clearly, our message struck a nerve with entrepreneurs. The marketing campaign ran for three months prior to registration, and even though seating was increased by 50% for this year’s event, the conference sold out in just 15 minutes.