Personalisation and Event Marketing: What’s the True Value?
We’re all in agreement that information is the gold dust of the business world. Yes? Good. But how can you use this gold dust as an event marketer, coordinator or manager to see tangible value and results? And just how valuable can this information prove to be?
We’re all in agreement that information is the gold dust of the business world. Yes? But how can you use this gold dust as an event marketer, coordinator or manager to see tangible value and results? And just how valuable can this information prove to be?
Targeted marketing, as a strategy, as you know isn’t ground-breaking. It’s been with us for a number of years and many marketers within various industries have adapted their tools, skills and knowledge in order to market to customers in this way. However, a recent article and survey demonstrated that, whilst marketers fully believe in the importance of personalisation, the number of those who feel that they are executing personalised marketing tactics and communication well, is astonishingly low.
Why? If your current event communications rely only on basic personalisation, you may be finding that your open rates, click through and engagement is steady and acceptable when compared against the industry standard. The saying, “If its not broken, why fix it?” may be true for your situation, especially if you manage a number of areas and elements for your events. You likely don’t have the time to become, what feels like, a data analyst in order to deliver highly personalised event communications or content to your audience. And don’t worry at all if this is you, two thirds of your marketing peers think this way too.
But what if we told you that a highly personalised event email results in six times higher transaction rates? Or a personalised website experience for your event attendee could improve sales by 19%? Pretty compelling stuff. But we know that there are challenges for event marketers to be able to create highly tailored event communications based on the information that an attendee submits when registering for an event. Challenges such as data quality, data saved across disparate files and systems, inability to link different tools or expertise.
With this in mind, especially those compelling stats we shared, our final question is; what if we said we could help you overcome these challenges and unlock the value that personalisation offers? As we said in our last blog, these are just some of the challenges that our platform is able to overcome in order to help you get the gold - the value - from your event marketing or communication activities in a simple way without a huge price-tag attached.
A personalised event webpage based on an individual registrant’s job title, conference programme choices and industry, could sound like a huge and almost impossible task to create without the right platform and tools in place. This is just one example of how Mitingu can take the personalisation of your event communication and marketing to the next level, seeing your registrant engagement rates, ticket sales and repeat/loyal event attendees increase.
Image Credit: ©Death to the Stock Photo CC
Information...it’s gold dust
Data obtained from events via our platform provides business development teams that gold dust - information - and gives them a whole lot more to talk about with clients and prospects, including new avenues to sell or simply to strengthen business loyalty.
Information...it's gold dust. It’s a big statement, but we believe it’s one of the most important ways for a business or individual to reach their goals and succeed. We all know that knowing your market is great and knowing your customers is key. Having knowledge of both sets businesses apart from the rest.
While chewing the fat over lunch with my two business partners we applied this theory to the event space and came up with this overarching question and answer; What is generally the required outcome of a business event ? Sales and information.
Mitingu is a cloud based platform that enables - no, it empowers! - event organisers setting up registration sites to engage with their attendees before, during and after the event... all the time collecting information gold dust for their future use. We can’t guarantee event organisers who run an event through Mitingu will generate more sales (as much as we’d love to). However, what we can guarantee is that, by using our powerful data collection and intelligence features, they will have more and better information about their clients and prospects at their finger tips.
Our goal is to help businesses increase sales opportunities by building a full data profile on event attendees. We want to make 'databases' with just a name, address and email a thing of the past! Data obtained from events via our platform provides business development teams that gold dust, information, and gives them a whole lot more to talk about with clients and prospects, including new avenues to sell or simply to strengthen business loyalty.
Going back to my headline… we actually believe information is better than gold dust. Gold dust has value to its owner only once, at it's point of sale. Information, on the other hand, can be used time and time again to drive more sales, build better relationships and most importantly, create a great business.
There are some fantastic tools out there to gather, store and use information including social media, marketing automation and good old face to face meetings. Why not add Mitingu to that list now?
If you’d like to find out more about how we use data intelligence to build profiles of your event attendees that can be used for but not limited to; ongoing events, marketing or customer service then drop me a line greg@mitingu.com and I’d be more than happy to show you how.
Greg Wood, Co-founder
Image Credit:
©Hammonton Photography via Flickr CC
Get Intelligent...with Mitingu's newest features
When building event registration forms in the past, have you ever thought it would be clever if the form questions could change based on an attendee’s selection or preferences? Our new features are designed to do just this and more in order to add a level of intelligence to your event registration that benefits you and your attendees. Find out more...
When building event registration forms in the past, have you ever thought it would be clever if the form questions could change based on an attendee’s selection or preferences? We did. We wondered why most online event registration platforms don’t offer this or if they do, why is the solution often very basic and rigid. We couldn’t find a good enough reason for why this is normally the case and set out in an attempt to recreate the standard for event registrations. In doing so we’ve developed a few new features.
If you’re a Mitingu user, you’ll be familiar with our tagging feature. If you’re new to Mitingu (welcome!), tagging enables you to literally tag attendees so that you can communicate with them in a more individual way or to help plan your events. Our new intelligence feature means you can now tag attendees based on their registration type in order to display or hide particular questions at the registration stage. For example, if your attendee registers as a VIP you can set questions to appear for only this type of registrant. You might want VIP attendees to only be offered a deluxe room booking option or choose from different menu options. You might want to find out their reason for attending as a VIP in order to use this information when marketing VIP tickets in the future.
How you decide to use it and the options for this feature are endless depending on how intelligent you want to get. What it means for attendees is a targeted, unique experience right from the registration stage. For you, this gives your brand and event a great first impression! It also means you can save time and money by getting all the important answers you need at this point rather than sending an email or subsequent questionnaire following an attendee’s registration.
If you build a brilliant form for an event, when you come back to organize your next event using Mitingu, you can now copy across forms from your previous events. This is great if you organise a recurring event where your questions will always be the same.
Our new features are designed to add a level of intelligence to event registration in order to benefit you and your attendees. Sign in now to start building your intelligent form for your next event or create a free account (we don’t ask for payment information) to take a snoop around and try it out.
What kind of event planner, coordinator or manager are you?
We’ll be honest. This is a loaded question because no matter how you answer we can shamelessly plug Mitingu as the answer! What we’re trying to boldly say is...
We’ll be honest. This is a loaded question because no matter how you answer we can shamelessly plug Mitingu as the answer! What we’re trying to boldly say is that Mitingu can be used for any type of event from a conference to a gig at a local pub, a by-donation charity gala to a training workshop, or even a cooking class or family BBQ.
At the heart of all of these events are people. These events need people to attend in order to be a success and that’s just what Mitingu focuses on - driving event registrations to maximize your event success. We’ve also kept it really simple so that you can have your event up and running in minutes and start accepting RSVPs or registrations right away. And it’s definitely worth mentioning that our pricing structure is one of the most flexible and competitive on the market.
The next time you’re planning any of the following remember to look us up;
Conferences
Networking Events
Music & Festivals
Community Events
Parties
Classes & Workshops
Charity Events
Sports Events
Although we don’t like to use our blog to talk about ourselves too much, we thought it was really important to illustrate that any event can be organized with Mitingu. We dare you to find an event that can’t!