Despite the fact that a significant proportion of event marketing is now conducted via social media and other channels, the majority of the response generally comes from audiences that are already known to us.
Visitors and pre-registered non-attendees are the two most important sectors for any B2B conference, exhibition or meeting. From the moment they registered they were showing a firm commitment to attend, regardless or not of whether they actually made it to the venue.
How these individuals are managed post event can have a crucial effect on the success of a follow-up marketing campaign, whether this is for the next year’s event, a new launch project, an electronic newsletter or any other point of contact.
Here are five steps that every event marketing team should take to ensure that its most important data stays fit for purpose:
- Clean the data post event: check that capitalisation is correct, addresses are correctly formatted and in the right fields and that any missing information is researched and added.
- Make sure that you have just one version of a company name rather than lots of different abbreviations: this will enable you to create peer-to-peer marketing campaigns, or even spot an opportunity to host a lot of delegates from a single organisation.
- Ensure that the data has been deduped: it may look as if someone did not attend after registering, but it might just be that they forgot and did it again onsite.
- Make sure your data has been properly coded: if your next marketing campaign is to be personalised, it is imperative that you know what kind of visitor everyone is. Have a hierarchy so that you don’t refer to someone who has given up their time to be one of your speakers as a visitor.
- Don’t just leave your data as a dusty spreadsheet, waiting to come out again in a year’s time: every time a customer comes into contact with your organisation you should be building a picture of their activity.
There has been much talk about Big Data and how this can revolutionise customer contact but sophisticated marketing pathways can only be created if the originating data is looked after in the first place.