Retalix was a global provider of store-level software solutions. For several years, the company held an annual users meeting known as Retalix Synergy. The conference drew hundreds of people annually who came together to network and learn more about the latest innovations in retail technology.

We had helped Retalix promote Synergy from the very beginning. But by 2011, digital marketing became the norm for promoting trade shows and conferences. Many tactics we had used successfully for years were now overshadowed by faster, interactive and more cost-effective ways to attract attendees.

The time had come to change our traditional approach to an integrated digital marketing campaign. We began planning the 2011 event almost a year in advance. First, we built a separate Synergy website, in addition to landing pages on the Retalix home site to drive awareness and interest in the event.

Attendees could register for the event online, easily and in a matter of minutes. To drive engagement, we continually updated the sites with new information and incentives for early registration. Outreach also included a series of emails, online marketing materials, blogs, compelling content, social media sharing and quick responses to incoming queries.

The result? Attendance grew from around 700 people to nearly 1500 after the digital marketing push kicked in. In early 2013, NCR purchased Retalix for $650 million in cash. Today, the conference has a broader scope than ever before, including a brand new name—NCR Synergy.