Digital Event Management [Case Study]
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Span Global Services successfully increased event registrations for a B2B event marketing client by 61% through a data-driven approach, addressing challenges in digital engagement and high attrition rates. By automating marketing processes and leveraging attendee data, the client achieved substantial growth in audience reach and effective lead generation, including 4.6k registrations for a single event. The partnership not only boosted branding and corporate recognition but also emphasized the importance of evolving marketing strategies in the digital era.
Digital Event Management [Case Study]
- 1. 61% INCREASEIN EVENT ATTENDEES AFTER SPAN GLOBAL SERVICES’ DIGITAL EVENT MANAGEMENT! www.spanglobalservices.com
- 2. Case Study ABSTRACT: THE CLIENT In the technology industry (and for any industry whatsoever), live events are, and have always been, the most lucrative and effective medium to fetch authentic, relevant leads. But as of last year, 1 out of every 6 event marketers lacked the understanding to use their current event data to leverage future actions. Professional data integration is the necessity for all event (especially B2B) organizers. With our recent client, we did exactly that! Our client is an event marketing and organizing agency, headquartered at Los Angeles, Nevada. The agency’s main focus is to play intermediary between event hosts and vendors. The agency also provides offline marketing for hosts and convention centers across US, with assured guarantee on increased footfalls. 1 out of every 6 event marketer lacks the understanding to use their current event data to leverage future actions. Our client, a B2B event organizer from Nevada, required us to provide a data- driven solution to the problem. Event Marketing & Organizing Mediator (Name not disclosed, on request) Client HQ: Los Angeles, Nevada Client: 01
- 3. • Assurance of 50%+ increase in footfalls and registrations • Update their attendee database to maximize digital reach of event promo tions • Utilize their attendee data to build a sturdy engagement plan for event prospects The company wanted to… Case Study CHALLENGES: Being majorly on-field operators, the client relies more on direct marketing tactics to promote events. Modes include direct mailing, print ads in publications and classifieds, appointments, interviews etc. While the touch of personalization works in their favor, lack of digital automation and easily accessible nurtur- ing, accounts for high attrition rates amongst past attendees. The client’s request to reduce attrition and increase digital footprints were covered by our basic event data assistance plan. While the costs were already less by industry standards, our expert team was able to reduce it further by adhering to the client’s key requisites. Thereby, creat- ing a highly targeted instalbase at the least budget, setting a marketing precedent. The company wanted to… • Amplify audience counts for their next technology event Assurance of 50%+ increase in footfalls and registrations • Update their attendee database to maximize digital reach of event promotions • Utilize their attendee data to build a sturdy engagement plan for event prospects 02 OUR SOLUTIONS Span Global Services’ Exclusive Data Report (before contract):
- 4. Our plan included: • Aggressive digital event marketing for their upcoming technology event • Automating the client’s online response mechanism • Social Media Profile Appending & Data Cleansing • Aggressive digital event marketing for their upcoming technology event • Automating the client’s online response mechanism • Social Media Profile Appending & Data Cleansing Solutions: Case Study We collated the data from client’s existent event attendees’ databases to extract the potent target group for their upcoming technology event in Chicago. Targeted for young business minds, we decided college campuses to be the overall theme for the event and its consequent campaigns. The client chose the prestigious Chicago University Centre as their venue. • Isolate their most effective lead generation channel and prioritize marketing budgets • Re-evaluate their reader/subscriber base to identify dispersions in engagement interests • Deliver relevant collaterals upfront to attract audience attention, increase registrations 03 Our Stage-by-stage Event Lead Generation Strategy: Our Stage-by-stage Event Lead Generation Strategy:
- 5. Our plan included: • CRM integrated campaigns • Single-dashboard multichannel marketing automation • Data-driven form and landing page build-up • Detailed interaction analysis & real-time, versatile query management Automated Online Response Management: We utilized the client’s underrated CRM functionalities and added the power of action- ability to it. Each interaction was tracked online and leads gathered from past events were forwarded to designated nurturing funnels. Social Media Profile Appending: The client required maximum reach in the least dedicated time. Social being the feasible medium for personalized mass campaigns, LinkedIn and Facebook were analyzed as the most impactful penetration points. Services Included: • LinkedIn & Facebook Profile Appending for the existent database from our 42M+ B2B contacts • Cleansing and re-validation of old contacts to speed up registrations • Database segmentation by B2B technology installation preferences • Creating channel-wise social campaign blasts on the appended list, aiming for viral posts and videos • Arranging influencer interviews for enhanced corporate exposures on different social platforms Case Study 04 RESULTS: With a quarter into the partnership agree- ment, the digital exposure has transformed the intermediary firm. • The nurturing converted to referrals, gener ating authentic word-of-mouth publicity for future events. • Our client got its fair share of branding, gaining it recognition amongst both vendors and hosts. • Thought leadership & influencer interviews increased bulk corporate registrations for the event. • Bulk corporate registrations contributed to high online registrations • Influencer marketing resulted in prolonged social hype, increasing footfalls • High-value account-focused targeting attracted the right eyes, resulting future business opportunities for the firm 4.6k registrations for the single event – 61% higher than their highest quarter target in the last two years! Results: Overall Turnaround:
- 6. Case Study 05 CLIENT-SPEAK! “The event market has evolved. While we are fighting for making the event successful, most business events succeed before they happen. Thank you Span Global Services for bringing our marketing strategies into the data-driven era.”
- 7. info@spanglobalservices.com www.spanglobalservices.com 877-837-4884 https://plus.google.com/+Spanglobalservices https://twitter.com/spanglobal https://www.linkedin.com/company/span-global-services https://www.facebook.com/spanglobalservices Span Global Services brings to the table first grade innovative data services for diverse companies - 42 million verified customer records and pro-change strategies. Our execution style are versatile towards building excellent brand value and maintaining it. © Span Global Services 2018, All rights reserved USA | CANADA | UK | INDIA