Making a Splash at ASIS 2017
Princeton Identity is an innovative biometrics company and tech start up specializing in iris recognition. The company is Samsung’s chosen partner for iris recognition and Princeton’s patented technology is featured in the Samsung Galaxy 8 and Note 8 phones.
For ASIS 2017, one of the largest trade shows in the security market, Princeton Identity was looking to make a splash in the security industry.
Having recently spun out and become an independent venture from SRI International in late 2016, Princeton Identity wanted to unveil its new brand and debut its new product, the IOM Access200, at the show.
Princeton Identity turned to Maize to for fresh ideas and a trade show campaign that would be out-of-the-box.
This is what we did.
The crux of the ASIS promotion idea was to showcase the Access200 as the “star of the show” through a two-pronged approached, targeting senior security directors and junior security staff.
Target senior security directors through an email campaign to drive product demo signs up prior to the show. Emails averaged a 20.8% open rate – the industry average for marketing is 17.8%.
Social Marketing for Millennials
Leverage the Princeton Identity’s partnership with Samsung and attract junior security staff by creating a giveaway opportunity. “Take a photo with our star of the show. Share the photo on social media with the hashtag #Access200 and be entered to win a Samsung Galaxy 8.” Contest drove increased social buzz, photo sharing and booth traffic for Princeton Identity.
Securing great face time for the Princeton Identity team with media leaders, driving awareness for the brand and its industry leading biometric tech.
- 9 press meetings with top tier outlets