Event marketing (automation): save time, increase conversion and reduce stress

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Every now and then, Webpower organises an event for business contacts and customers: Webpower YOU. For the event marketing surrounding the event, Webpower’s Event Manager tool is used to its full potential. It allows us to make optimal use of the power of marketing automation. The benefits? We save time, increase conversion and reduce stress. 

Using a number of practical steps, we will describe how utilizing the Event Manager for our event marketing resulted in successful communication for our event.

The takeaways:

  • Generate personal QR codes on tickets: know who’s going to attend and gear your follow-up communication towards this
  • Come up with communication flows surrounding your event: save time and increase attendance and conversion
  • Set a closing date and a limit for the number of registrations
  • In Webpower’s Event Manager you can use SMS to send your customers striking messages before, during and after the event

Event marketing: the three basic steps for Webpower YOU

Without an invitation, registration form or guests you cannot really start any communication for an event. This is why we first and foremost followed these three basic steps for our event:

  • Visitors. We made a list of visitors we wanted to invite. In our case these were new guests as well as visitors from the previous year. We also set a limit for the number of registrations and a closing date, and we ensured the registration cancellation option was sufficiently visible.
  • Invitation. We tried to think of a striking invitation. Of course, we addressed customers by their first name and added a conditional subject line. We approached visitors from the previous year in a different way to new invitees. In addition, we personalised the emails by having them come from their personal account manager. We made a calendar option in the email, so that invitees could conveniently add the event to their diary.
  • Registration form. The most important call-to-action in the email was the registration for the event via the landing page. The form on the landing page included as much pre-filled information as possible, so that registering was made very easy. We used Enriched profile data, such as the entered mobile phone number, level of experience, dietary requirements and interests, to personalise the follow-up communication. As a result, mails about Webpower YOU became increasingly relevant and interesting.

Optimizing event communication: adding contact moments to a flow

In addition to the invitation, we made an early start on thinking about future contact moments. What sort of communication would you prefer to receive after registering? What inspires you? We started by drawing a diagram of the contact moments on a piece of paper, so that we could add them later in an email flow to our Flow Builder.

The follow-up communication consisted of revealing small details about one of the speakers, information about a new functionality, revealing the venue and SMS messages such as “Hey YOU, we look forward to seeing you tomorrow at the Hoge Vuurscheweg 11 in Hilversum. Good news: it’s going to be sunny!” – The Webpower Team.”

For people who cancelled their registration or those who had not registered by the closing date, we came up with a separate flow. The people who had not yet registered received an email with a countdown timer that indicated the time left until the registration deadline. For those who had cancelled their registration we prepared a Sorry To Hear email in which we told them about other inspiring events where we could meet.

Personalised ticket with QR code

Just before the event we sent a ticket with a personal QR code, which we scanned at the entrance to the event. This way, we knew exactly who attended. Throughout the day, visitors received two text messages, as well as an evaluation email and the reference documentation.

The result: you save time, reduce stress and increase conversion

We achieved the predetermined targets with a 12% registration percentage (through the landing page) of the total number of invitees. Visitors gave Webpower YOU an average rating of 8.5. This score also included the evaluation of the communication before, during and after the event.

We had planned whom to invite, what messages to send and when specific content was necessary, what we wanted to know about the visitors and what pages/forms we would need in order to find this out well in advance. As a result, we felt very well prepared and experienced little stress.

Because we planned and set up communication beforehand, we saved a great deal of time, which we could then spend on practical matters at the site. As the cherry on top,, we also realised increased conversion, by enthusing people about our new functionalities by email in the run up to the event. During Webpower YOU all we had to do was nudge the ball over the goal line 😉

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