Aon partnered with Rep Cap to help write and design collateral for a sponsor presentation at the SIOP Annual Conference.
Background
When Aon, a leading global professional services firm, was preparing for a major presentation at the annual SIOP (Society for Industrial and Organizational Psychology) conference, they turned to Rep Cap to help them create a lasting impression.
Challenge
Trade shows are lively but noisy places, and it can be challenging to communicate complex ideas in these environments. Aon's marketing team wanted to find a way to extend the impact of their messaging to attendees long after the event.
Solution
Rep Cap wrote and designed a B2B guide that could be distributed both digitally and in print. Styled as a 4-by-6-inch booklet, the "AI in Talent Handbook" showcased Aon's collective expertise in applying cutting-edge technology to assessments. The guide offered plain-language guidance on the major developments in artificial intelligence for talent, including basic definitions and an overview of trends.
Results
The printed guide was a big hit at the event. Attendees were spotted reading and sharing the handbook throughout the conference center. The content was also adapted into a digital format to be used as a gated lead-generation asset. The asset performed so well that the handbook model was extended to a series and adopted for other business lines.
Aon is one of many financial services firms using thought leadership content to build authority. For more on this approach, see our guide to B2B content marketing for financial services.