simplifying your event management through email marketing | emsa 2011
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Simplifying your event management through email marketing Lisa Renneisen, Marketing Director, BRIGHT CONFERENCESTRANSCRIPT
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Simplifying your event management with email marketing
Lisa RenneisenMarketing DirectorBright Conferences
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
i t ’s al l about managing data
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Presenting two cases …
Rigpa Australia
Event registration system using Vision6 for data capture and PayPal for payment
InSync11
Complete management of speakers, sponsors and exhibitors
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Rigpa Australia: The Challenge
• Required a flexible registration system to cater for 500 adults and children
• Needed to be easy to use and manage for non-tech savvy people
• Payment needed to accommodate an online, cheque and credit card payment in installations
• NFP run by volunteers - budget is limited
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Rigpa Australia: The Solution
• Registration system built using VeMail• Makes most use of:
– web forms– automated emails (inc conditional content)– automated field population
• Nothing in the registration system goes beyond ‘off the shelf’ features for ease of maintenance
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Paym
ent
Capt
ure
Det
ails
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Rigpa Australia: The Outcome
• Concrete savings of approximately $2500 each year (vs a system like EventBrite)
• Ability to completely customise the fields• Ability to flexibly pull data• Ability to amend the system on the fly• Ability to communicate to segments in an
emergency situation as was the 2011 QLD Floods (SMS and Email)
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
InSync11: The Challenge
• To find a way to manage the speakers, exhibitors and sponsors at InSync11
• Speakers: – 120 speakers in 13 streams over 2 days– Call for speakers attracted over 250 abstract
applications
• Exhibitors and Sponsors– 45 exhibitors and sponsors with different
packages and benefits
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
InSync11: The Solution for Speakers
Call for Speakers Selection
Manage Selected Speakers
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Update Profile Forms
File Upload Fields
Conditional Content
InSync11: The Solution for Exhibitors and Sponsors
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Upd
ate
Pro
file
For
m
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
File
Upl
oad
Fie
lds
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Con
ditio
nal C
onte
nt
1
2
3
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
InSync11: The Outcome
• Speakers– A simple flow for the speakers – No-one slipped through the cracks
• Exhibitors and sponsors – A single growing database rather than
information spread out– This was reciprocated with information back– Conditional content meant one email at a time
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Finally – My Top Tips
• Focus on what you want to achieve, not how you want to achieve it
• Don’t be afraid of change – there can be great benefits to trying something new
• Sometimes a semi-automated system works better than fully-automated
• Communicating your process to the user helps avoid 90% of challenges
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Thanks and Further Questions
Lisa Renneisen
Marketing Director | Bright Conferences
07 3103 2413