Event Marketing Industry Case Study
Overview: A leading Database Marketing firm spends a large
percentage of its budget every year securing annual conference
registrants. They wanted to conduct a test to measure the cost and
effectiveness of sending generic printed brochures vs. electronic vs.
personalized communications. Test components included:
- Send two printed conference brochures, approximately a month apart.
- Send one printed conference brochure.
- Send a personalized postcard directing the recipient to an individualized landing page with an online conference brochure.
- Send an email with a link to the conference registration site.
Challenge: Determine which method of lowering costs will not affect conference attendance or negatively impact company profit.
Solution: An automated Event Marketing system enabled the
organization to mark the recipients from each test component. The
materials and emails were sent out and all information was tracked,
measured and displayed on the dashboard.
Highlights:
- The recipients of the personalized postcard with an individual
landing page generated a paid registration efficiency 1.5 times greater
then those in the test group receiving the two printed brochures.
- The group receiving 2 of the printed brochures registered in greater numbers then those receiving 1 copy.
- Email respondents were highest for this audience but the
organization had a very small percentage of opt-in email addresses
available.
Results:
- Email had the highest response and registration rate. Our studies
have shown that personalized and relevant emails would have an even
higher response rate.
- The personalized postcard had the highest ROI of any test
group. It had a low cost with the highest paid registration efficiency
for the greatest number of respondents.
- Ongoing, the company is expanding their test of the
personalized postcards. More than half of their database will receive
personalized and relevant postcards leading recipients to an individual
landing page and a downloadable, online brochure.
|
Additional Case Studies:
Lead Generation Industry Study
Prospect Nurture Industry Study
Cross Sell Industry Study
|
