Delegates of Aderant Momentum in Fort Lauderdale were full of energy after the user conference last week but what got tongues wagging, was the fact that Elite sent a fleet of branded cars to the conference centre and offered free rides.
Delegates were invited to ‘Text Purple’ for a ride, with the cars very visibly circling outside, leading one delegate to comment to Legal IT Insider that it was funny but left a bad taste in the mouth.
Writing cryptically on LinkedIn after the event, Aderant’s CEO and president Chris Cartrett said: “While others are driving around in circles (IYKYK), our team has delivered 12 AI products to the market…”
Elite said they are always looking for creative, high-impact ways to connect with their audience and this activation was simply a fun, customer-focused way to provide convenience and visibility.
This kind of guerilla marketing is not the first of its kind at a practice management conference. At ClioCon in Austin, Texas a couple of years ago, Affinipay (now rebranded as 8am) sent a fleet of music-blaring Affinipay-branded pedicabs to the conference centre and outside the hotel where many delegates were staying (Legal IT Insider included.) Clio wasn’t best pleased. One of the key differences in that case, perhaps is that 8am is headquartered in Austin.
