The AML Doctor Use Case
The client is a leading IT service provider offering financial crime services for financial institutions. They were sponsoring ACAMS, the largest conference in the world for Anti-money Laundering with 3,500 compliance professionals and ~100 exhibitors, and wanted to stand out and maximise their results.
To appeal to delegates walking by the booth, I have taken the challenge of Data Quality (which happens to be a well-known pain point for all financial institutions) and compared it to a concept everyone could relate to - human health & healthcare. When asked why I was dressed like a doctor, I would explain that poor data quality is like a virus that affects not only the system's efficiency but the efficiency of every other system that connects to it; increasing the risk to compliance, overhead and cost to the institution.
Using an animated booklet (see gallery below), I have demonstrated the concept by deconstructing our solution's methodology through the process of Symptoms -> Assesment -> Testing -> Diagnostics -> Treatment Options -> Healthy Lifestyle. The Diagnostics being poor data quality and the solution, of course, would be delivered by the company, the AML doctors/specialists.
Before the event, the booklet was sent by post to attendees holding a managerial position within financial institutions, together with a flyer that had details to book a data quality solution demo (see image below).
During the event, to support the message I dressed up as a Doctor (white gown & statoscope), walked around in a compliance conference (which stuck out like a sore thumb), spreading the word of a Healthy AML Program and offering a free demo to bewildered delegates.
To illustrate the message I've handed out (see images in the gallery below):
The AML Health booklets
A flyer with and an invitation to the company's 3-part Data Quality Webinar Series/
Branded giveaway that helped deliver the message - hand sanitizers.
After the event, I have issued a personal email with the subject line "A Word from the AML Doctor", describing the services we offer to promote a health AML program. This was quickly followed by a telemeeting campaign designed to schedule intro calls with the company's Account Managers.
Heavy traffic around the booth with curious delegates
120 delegates were scanned with their full contact details
82 Marketing Qualified Leads
Over 30 Sales Qualified Leads
Stayed memorable post-conference