Project: Direct emails to promote a major industry event for Decentralised Energy Canada.
Challenge: Stand apart from the typically dry approach to promotion that is standard for the energy industry to drive 'opens', 'clicks', and conversions (in this case event registrations).
Solution: A conspiratorial, somewhat subversive tone was struck to hook the reader using the human, personal benefits of attendance while slipping in the intrinsic, edifying reasons to be at the conference.
Direct Email #2 — 'Cheeky'
How to convince your boss to send you to DEF 2022
On November 8-9, 2022 at the Fairmont Château Laurier in Ottawa, Canada, the 2022 Decentralised Energy Forum will bring together the finest minds in energy to discuss innovations that change the energy landscape. It’s also going to be a blast… but don’t tell your boss that.
Here’s why you want to come to the 2022 DEF:
• The DEF Cocktail Networking Party
• Gamechanger Pitch Competition, four start-ups vying for $25,000 in funding
• The DEF Boozy Brunch, featuring mimosas, coffee & Bailey’s, Caesars, and exchange of ideas
• The DEF Business Matchmaking Session (Like speed-dating except for energy networking)
• The Fairmont Chateau Laurier. Need we say more?
Oh, and your two-day forum access includes breakfast, lunch, snacks, and beverages (alcoholic beverages are available for purchase, too).
Here’s what you should tell your boss:
Speakers will include:
• Erin Bradley, Head of Business Development, RNG Canada
• Jana Gerber, North America Microgram President, Schneider Electric
• Justin Locke, Managing Director, Rocky Mountain Institute
• And many more! 33 more, specifically.
Sessions will include:
• Debunking the Net Zero Sustainability Myth
• The Hydrogen Pathway to Net Zero
• Gigawatt Gobblers — Sustainable Energy for Data
• And many more! Well, nine more.
You will make meaningful connections with blue chip companies, innovative start-ups, legislators, investors, and thought leaders to help turn your promising projects into a thriving reality. And you will have a lot of fun doing it.
Now, go talk to your boss. We’ll see you there.