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Event marketing automation – Beginner's guide for event managers
One of the most efficient methods for optimizing your events is using Event Marketing Automation. This guide provides an overview of Event Marketing Automation and how you can use this method profitably for your events. We explain what Event Marketing Automation is, what types of events it is suitable for, what software solutions are available, and the advantages and disadvantages of this method. Additionally, you will find an exemplary workflow for effective implementation in this article.
August 12, 2024
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5 min
Marc Blindenbacher
With over 20 years of experience in the event industry, both as an organizer and in the development of digital technologies for events, Marc combines his extensive expertise with a Master's in Digital Business Management and a Bachelor's in Business Administration with a focus on Marketing.
Event marketing automation refers to the use of software and technologies to automate the marketing processes surrounding an event. This includes all event communication, event registration, event access, and post-event follow-up through automated workflows. The goal is to minimize repetitive tasks, improve the event experience, and ultimately enhance event marketing objectives. This includes, among other things, automated sending of invitations and reminder emails, tracking registrations, personalized communication, and collecting feedback.
For which events is Event Marketing Automation suitable?
Event Marketing Automation is suitable for a variety of events, including:
Conferences and congresses: Efficient management of registrations, personalized and individual event registration, and automated follow-ups.
Trade shows and exhibitions: Automated lead generation and tracking, as well as personalized invitations and reminders.
Webinars and online events: Automatic registration confirmations, reminder emails, and follow-up with feedback forms.
Corporate events: Internal communication, invitation reminders, and event follow-up.
Workshops and training sessions: Planning, invitations, reminders, and tracking participants and their feedback.
What software is needed for event marketing automation?
The software used depends on the application case and its scope. An event management software is essential as it handles all specific event workflows such as event registration and event check-in. A professional event management software like Oniva offers the advantage of tracking event activities per guest, from which subsequent actions can be triggered.
Additionally, integrating with a CRM solution like Hubspot or Salesforce can be useful, especially if event marketing activities span a longer period and are to be included in a comprehensive customer history. A classic use case might look like this: Customer A buys product B and automatically receives an exclusive invitation to Event C.
What are the advantages of event marketing automation?
Data analysis: Provides detailed insights into guest behavior and event success.
Scalability: Allows easy management of a large number of participants.
What are the disadvantages of event marketing automation?
Despite the many advantages, there are also some disadvantages to consider:
Effort: Implementing an effective marketing automation strategy can quickly become complex without the right event tool and requires careful planning.
Complexity: Implementing and managing automation processes can be complex and requires digital expertise. The larger the individual actions, the higher the complexity.
Less personal touch: Automated communication may seem less personal if not carefully designed and thoroughly tested for different "user journeys."
Example of an event marketing automation workflow with a customer manager
The following graphic shows an exemplary workflow for Event Marketing Automation involving a customer manager. The customer manager is automatically informed about the activities of their customer or potential customer, allowing them to respond to individual interests and activities. When the guest arrives at the event, the customer manager receives a text message, allowing them to personally greet the customer at the entrance. Additionally, the customer manager sees the customer's name in the text message, enabling an even more personalized greeting.
This basic workflow can be expanded depending on the application case, for example, by integrating different event contents to address participants' interests individually.
To create your own event marketing automation workflow, follow these steps:
Define objectives: Determine the main goals of your event. Do you want to generate leads or promote a new product?
Identify target groups: Determine the target groups for your Event Marketing Automation. Are there different target groups? Should they be addressed differently or experience various event experiences?
Visualize workflows: Create a visualization of the workflows for each target group. This helps you structure the process clearly and plan the individual steps.
Define content: Develop the content for each stage of the workflow. This includes invitations, reminders, follow-up emails, and feedback requests.
Configuration in Event Tool or CRM System: Implement the defined workflows and content in your event tool or CRM system.
Testing: Thoroughly test each workflow for each target group. Ensure that all automated processes work smoothly.
Launch: Once all tests are successful, you can start your Event Marketing Automation and maximize the efficiency of your event planning.
Conclusion
Event Marketing Automation is a powerful method that can help event managers optimize their processes, save time, and enhance the event experience. Although implementation can present some challenges, Event Marketing Automation can increase event success. With the right tools and a well-thought-out concept, event managers can make their events more efficient and successful.
What features does Oniva offer for event marketing automation?
Oniva offers various features for Event Marketing Automation, including:
Personalized guest communication
Personalized registration experience for guests
History per guest
Scheduled email and SMS campaigns
Automated communication based on guest status
Custom contact groups
Automated email or SMS notifications based on actions
Exclusive booking options or preferential conditions for specific target groups
Check-in app with check-in info per guest
Comprehensive reporting options
Personalized event website view per guest with booking overview
Increase your event success with event marketing automation