Trend Influence, Inc. (TI) has already turned nostalgic about 2000, reveling in some mighty accomplishments. One client received a 50% return on a viral e-mail and snail mail campaign designed to introduce a new product, with a 40-75% click through rate on the list developed as part of the campaign. During 2000, TI revolutionized a viral marketing approach drawing on traditional grassroots, event marketing, and interactive marketing which included e-mail and micro websites.

TI’s CEO Richard Leslie said, “Viral is a very new buzzword in the marketing world mainly due to the proliferation of e-mail and the internet into our everyday lives… a company that targets consumers with a message might actually experience a passed-on effect that we term viral. It can sometimes be in the 20 to 30% range. 100 e-mails sent to 100 people might actually yield 120 or 130. When you begin to add zeros, it becomes a very enticing aspect of a campaign.”

One such campaign promoted a DVD release to a niche audience, yielding a 40% click through and a 20% registration rate for the featured event. The viral element yielded an additional 25% of consumers outside of the target area. As part of another campaign for The Disney Channel directed at the Big Apple, TI developed an initiative which included 40 representatives placed strategically in Times Square distributing the client’s branded items.

Like most of us, TI’s year ended in a party. Along with sister company, HIP, Inc., TI rang in the end of 2000 with a special charity event, Miracle on Peachtree. The event, marketed by mail and e-mail directing recipients to a micro website, benefited the Atlanta Community Food Bank and Toys for Tots. Over 800 guests attended, resulting in donations of 3000 pounds of food and over 500 toys. Contributing sponsors included Atlanta designer, Bill Hallman, and Color Creations, who supplied giant graphics.

TI also has a new face. Their new website, developed by HIP, uses Flash complemented with club style music in an interactive site, featuring a customizable splash page and numerous graphics detailing project initiatives and success rates. Among TI’s 2000 accomplishments lies the launch of eleven50, the midtown club and site of Miracle on Peachtree. Martinis and beautiful people and lines attended to by bouncers and their almighty lists usually crowd the club on a weekly basis. Its success? TI developed a niche targeted and e-mail campaign for the IT place, targeting IT people. A print campaign paralleling the e-mail campaign, directed all to the clubs’ micro-site. Building on a hot area and a hot club, the campaign has yielded a 40% and growing registration rate.