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One of the most efficient methods for optimising 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.
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 minimise 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, personalised communication, and collecting feedback.
Event Marketing Automation is suitable for a variety of events, including:
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. 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.
Event Marketing Automation offers numerous advantages:
Despite the many advantages, there are also some disadvantages to consider:
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 personalised greeting.
This basic workflow can be expanded depending on the application case, for example, by integrating different event contents to address participants' interests individually.
Event Marketing Automation is a powerful method that can help event managers optimise 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.
Oniva offers various features for Event Marketing Automation, including:
Discover the possibilities of Oniva for your event marketing.
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