Marketing

Embracing Automation for Event Marketing Success

In 2023, concert organisers in Southeast Asia had a lot to celebrate. It was a rewarding year, especially in Singapore and Malaysia, where tickets for many concerts sold out within hours, generating huge profits. This trend is expected to continue in the coming years, with notable bands and artists such as Coldplay and Taylor Swift performing.

 

That said, large-scale events like these typically generate  large volumes of data from various marketing activities, making it a challenging and overwhelming task for event organisers to manage leads generated through manual processes. This is where event marketing automation platforms, which have been instrumental in driving the success of many events in recent years, come into play.

 

By using event marketing automation platforms, concert organisers can reduce the time spent on managing the large volume of data generated by ticket purchases and focus on what they do best: organising unforgettable concerts.

 

What is event marketing automation?

Event marketing automation is the use of digital tools and platforms to streamline marketing communications typically integrating analytics, contact databases, email marketing management, and content management systems to automate and simplify processes throughout the customer journey. This allows event organisers to focus on higher-value tasks and provide exceptional customer service, leading to increased ticket sales.

These platforms organise the steps needed to convert leads into buyers, starting with welcome emails. Information collected from leads is added to a subscription mailing list, allowing event organisers to target the right audience using data such as purchase history, age range, location, and other demographic information. This is known as segmented campaigning and has been shown to increase revenue by 760% according to research by the Data & Marketing Association (DMA).

 

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Did you know?

Segmenteg campaigning increases revenue by 760%.

(Data & Marketing Association, 2022)

Event organisers can use these platforms to craft compelling welcome messages using AI-powered email and subject line generators. Follow-up emails can be sent until a lead makes a purchase, after which a thank you email is generated. These emails can be set up and scheduled in advance, as can persuasive social media posts to increase awareness of an upcoming event.

Benefits of utilising an Event Marketing Automation platform

  • Scale events conveniently

Utilising event marketing software to manage events helps event organisers and marketers reduce redundant work, such as manually inputting data, creating spreadsheets, or manually generating lead follow-ups, allowing them to utilise their time productively without experiencing burnout.

 

That’s not all. Concert organisers managing multiple events concurrently can access past event collaterals they have generated and fine-tune them per the specified event details without having to start from scratch, improving the operational efficiency of organisers and marketers.

 

  • Deliver creative campaigns by gaining actionable data-driven insights 

Using an integrated automation platform, marketers can use information gathered from the leads they have generated to create marketing collaterals that appeal to most of their target audience, allowing event organisers to tailor upcoming event campaigns by analysing past ticket purchases, age range, location, and buying behaviour of their target audience.

 

This also enables event organisers to re-strategise their event marketing campaigns by studying the data collected pre, during, and post-event and detect areas that require improvement, identify their marketing campaign strengths, and phase off tactics that didn’t work. This informed decision-making process helps event organisers boost their ROI by improving their segmented campaign measures.

 

From there, event organisers can brainstorm on ways to create more captivating content that can be shared with the audience through email marketing campaigns, social media campaigns, special offers, and promotions. 

 

For example, by launching five social media posts at regular two-week intervals, event organisers will have more time to acquire qualified leads by analysing the reactions and engagement of audiences who maintain interest in the specific campaign over the weeks. 

 

This can also be applied to upcoming events, making event organisation simpler and more efficient.

 

  • Convert qualified leads into sales effectively

Segmented campaigning has one unique advantage; it paves the way for event organisers to convert qualified leads into customers. For example, sending emails that are personalised and targeted to the right demographics increases open rates and improves the chances that interested customers take further action.

 

Tailored collaterals created by leveraging insights generated by event marketing automation tools can also help deliver a more personalised attendee experience, improving brand loyalty and customer retention rates.

 

This is also a perfect opportunity for event organisers to understand their customers’ buying behaviour by guiding their audience through every step of the event lifecycle. 

 

  • Provide exceptional customer service 

The success of an event often depends on attendee turnout as well as customer satisfaction rates. By utilising tools offered by event marketing platforms that streamline communications, organisers can shape the customer journey even before the event starts.

 

For example, customers often have specific questions about an event that may not be addressed in marketing campaigns. It can be challenging for event organisers to respond to all inquiries while juggling their other responsibilities. But a chatbot embedded within a website can help by providing answers to these general frequently asked questions.

 

For more complex issues, leads can choose to speak with a customer representative. This reduces the time event organisers spend answering customer queries and allows them to focus on more critical tasks.

What's next for you?

 

Managing events can be a challenging and time-consuming process. However, with the right tools, it is possible to generate successful event marketing campaigns that can convert leads into customers. 

If you’re an event organiser looking to create successful event marketing campaigns, Constant Contact’s all-in-one Marketing Automation platform can help. Schedule a demo to experience first hand how event marketing solutions can boost your ROI through streamlined workflow management.

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