Pivoting your event marketing was the name of the game for 2020. And that is exactly what we helped Allison Transmission, Inc. accomplish. KM&A was presented with working alongside Allison Transmission Inc.’s marketing team to produce their first virtual events- The Allison Experience & Transit Day, both 90 minutes in length. We were challenged to provide technical guidance, logistical support, advised on what was and wasn’t feasible, pushed to think outside the box, and help an industry who historically relied on traditional methods and in-person engagement.
Process: Strategically working with partners and the Allison Transmission team, we successfully produced two engaging and informative virtual events for internal Allison team members and customers. By developing informative and engaging content with their partners, we were able to provide value to their customers and distributor networks. The KM&A team provided strategic event marketing communications, custom event registration solution, virtual event production, and post event communication.
Results: The results speak for themselves. The Allison Experience earned a 4.67 event satisfaction rate. And the Allison Transit Day earned a 4.36 overall satisfaction rate. Attendees were overall content and happy with what was presented to them about Allison Transmission’s plant and technology. For Allison’s inaugural virtual event, The Allison Experience, an outstanding 900 registered for the event, with 673 attending for a 74.7% registration vs. attendee rate. Additionally, Transit Day had 253 register with 145 attendees for a 57.3% attendance rate. A post event survey was sent after both events, where attendees provided open ended feedback:
“Allison is truly a manufacturer not just an assembler as is most of today’s industries. Also proves that pride of product, concern for reputation and exceeding the customer’s needs is foremost in the DNA of Allison.”
“Thank you for taking the time to setup a virtual training session. This is crazy times and a ton of folks are working from home, and in most cases, we are unable to meet and discuss things. Going the extra mile to get your message out to the field in this manner, speaks strongly of your product and the folks that develop it and service it.”
“The tech and quality in the Allison products is very impressive. We have had Allison Transmissions in many of our truck for decades and they have been solid performers.”