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