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Maximize your revenue by maximizing delegate profile valueBenjamin GlynnManaging Director, Emarsys
1 What delegates expect frommodern event communications?
23
How to engage with delegatesthe right way?
Key Takeaways
Common event marketing practices & challenges
• Mass email invitation in regular schedule• Mass brochure mailing• Limited Data Capture & Database Segmentation • Content – One size fits all (One to Many)• High delegate acquisition costs
74%of people get frustrated when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests.
Source: Janrain & Harris Interactive
The Key is in creating a personalised and relevant experience
What strategies do you find most effective for increasing customer lifetime value? (Source: Econsultancy, April 2014)
START WITH IMPROVING DATA CAPTURE FROM PROSPECTS AND
PAST DELEGATE
Make it easy as possible to subscribe
Offer value in exchange for registration
Use multiple channels to capture information
and sign up
Offer value in exchange for registration
Use Advertising To Drive Database Growth
Use display advertising to promote the latest whitepaper to people who have previously attended an event
Use Advertising To Drive Database Growth
Promote your Facebook newsletter sign up using
Facebook ads+ incentives
Use Advertising To Drive Database GrowthOrganic traffic
Fb ad traffic
Display ad traffic
ANALYZELEAD SOURCE
FOR OPTIMIZED INVESTMENT
Conduct Post Event Surveys
MEASURE NPSTO IDENTIFY
KEY ADVOCATES
Focus efforts on delegates with high repeat attendance
potential
SatisfactionSurvey
What type of information can help us increase relevancy?
Clicked certain topic within the email
Registered withemail andphone no.
Visited the website and browsed a specific category yesterday
Attended and event And completed aPost event survey
Data from 3rd
Party Software
AdditionalOffline Data – Spoke to a Sales representative
DATAANALYTICS
Example: Prospect Profiles
Registered to newsletter 300 days ago, Told us she was interested in IOT Marketing, Marketing Director
Registered 300 days ago, Told us she was interested in Email Marketing, Visited the website 2 weeks ago, Browsed IOT category page, Downloaded IOT Whitepaper 3 days ago, Opened Newsletter and clicked on IOT content
Example: Automated and personalize lead nurturing
ACQUIRE
Example: Automated and personalize lead nurturing
NURTURE
Example: Automated and personalize lead nurturing
CONVERT
Engage with delegates prior, during & post event
Welcome Coming to event!Facebook
Retargeting
RSVPFacebooksignup
Love the event! In App Recommendation SMS
Key Takeaways
Delegates nowadays demand personalized contentfrom our event communications.
Gathering data into a unified delegate profile helps us understand their preferences.
Automate marketing campaigns throughout the delegate lifecycle to deliver the right content at the right time on the right channel.
THANK YOU.www.emarsys.com