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Oniva event blog
Helpful information for event managers. Discover exciting articles about the implementation of unforgettable events.
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Event marketing automation – beginner's guide for event managers
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.
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 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.
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, personalised and individual event registration, and automated follow-ups.
Trade shows and exhibitions: Automated lead generation and tracking, as well as personalised 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. 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 personalised greeting.
Example of an Event Marketing Automation Process
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?
Visualise workflows: Create a visualisation 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 maximise the efficiency of your event planning.
Conclusion
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.
What features does Oniva offer for event marketing automation?
Oniva offers various features for Event Marketing Automation, including:
Personalised guest communication
Personalised 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
Personalised event website view per guest with booking overview
All agencies
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St. Gallen
Agentur für Emotionen
St. Gallen
Ready for a great emotional show? Agentur für Emotionen excites your target audience with tailor-made event concepts and thrilling team events. They leave nothing to chance when organising events.
Oniva Partner
Thurgau
Andfrank
Frauenfeld
As a young and dynamic agency for brand communication and healthcare marketing, andfrank consistently delivers clear, competent, and creative marketing and communication solutions.
Zürich
Aroma
Zurich
Aroma creates immersive spaces, builds brand experiences, and puts your brand in the spotlight—interactive, narrative, and digital.
Zürich
Betreat
Zurich
Betreat specialises in organising sustainable corporate events, including company outings, team-building activities, corporate celebrations, offsite meetings, and coaching and wellness-based educational workshops.
Zürich
Brandsoul
Zurich
Based in Zurich, rooted in Western Switzerland, and with an international perspective, Brandsoul focuses on brand experience and activation—whether digital, brand communication, events, or construction.
Zürich
Büro für Ereignisse
Winterthur
Büro für Ereignisse offers extensive experience, bespoke ideas, efficient budget management, professional execution, and an international partner network. It provides services in event marketing, event planning, and live communication.
St. Gallen
Die Markeninszenierer
St. Gallen
Die Markeninszenierer are communication creators across various channels for start-ups, SMEs, and public institutions.
Aargau
Event Manufraktur
Aarau
Event Manufraktur supports everything from elaborate large-scale events, trade fairs, and product presentations to private occasions.
Genf
Events Concept
Geneva
Event Concept is an independent event agency based in Geneva, known for its expertise and creativity in developing innovative ideas and solutions.
Luzern
Fachwerk
Sursee
Whether it’s a grand corporate anniversary, an intimate staff event, or a private celebration, Fachwerk impresses with comprehensive event consultancy in all aspects of successful events.
Luzern
Furrer Events
Lucerne
Furrer Events is an event agency in Lucerne specialising in the conception, organisation, and execution of corporate events of all kinds.
Zürich
Jeff
Zurich
Jeff doesn’t do advertising. Jeff creates experiences that people remember and talk about because they are original, bold, innovative, or, simply put, uniquely refined.
Genf
Kenes Group
Geneva
Over the past six decades, the Kenes Group has earned an outstanding reputation as a world leader in conference planning.
Zürich
Kinzi
Zurich
Kinzi delivers exceptional and unique experiences. From concept to location and partner selection, guest and invitation management, and final implementation, Kinzi offers a one-stop service.
Zürich
Kreis3production
Zurich
From corporate anniversaries to product presentations, conferences, and trade fairs, K3P covers the entire spectrum of event marketing—live or hybrid.
Zürich
Live Lab
Zurich
As consultants, Live Lab crafts the right strategy to make your brand an event. As creative partners, they develop stories full of emotions and memorable moments. As an event agency, they produce campaigns with events that move people.
Basel
Lucentive
Basel
Lucentive creates impactful, bespoke live brand experiences with high commitment: events, trade fairs, meetings, conferences, incentive competitions and trips, as well as educational and corporate social responsibility activities.
Genf
MCI Switzerland
Geneva
Whether live, virtual, or hybrid, MCI’s conferences and events captivate audiences in a personal and engaging way, turning participants into active contributors. MCI designs and executes conferences, trade fairs, awards ceremonies, executive forums, sports and entertainment events, multi-day gatherings, and product launches.
Luzern
Pemotion
Lucerne
Pemotion is a marketing agency in the Lucerne region offering services and consultancy in communication, event management, and training for small, medium, and large enterprises.
Zürich
Standing Ovation
Zurich
Standing ovation is a leading experience design agency. Based in Switzerland but as international as its clients, Standing Ovation works with companies and organisations expecting measurable results from brand experiences.
Zürich
T'nt Events
Zurich
T’nt Events prioritises enjoyment in all its forms. Whether large or small, they specialise in corporate events, large-scale projects, and incentives.
Bern
Witschi & Partner
Berne
With over 40 years of experience in video production and business event planning, Witschi & Partner, based in Ittigen near Bern, handles productions across Switzerland.
Oniva Partner
Basel
Zeisch
Basel
Zeisch is a full-service agency for live marketing, tailored to your needs. Their expertise lies in transforming messages into unique and sustainable experiences.
Aargau
Zeitpol
Aarau
With a passion for event organisation, Zeitpol supports you with staff events, anniversaries, general assemblies, product launches, incentive events, team-building activities, festivals, or concerts.
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Nordrhein-Westfalen
Alleslöser
Sundern
Alleslöser Event Agency is a full-service agency with locations in Frankfurt and Sundern, specialising in the planning and execution of live events, weddings, business events, galas, online events, birthday parties, team events, and holographic events. With a dedicated team and a comprehensive service portfolio, it creates unique experiences that leave a lasting impression.
Sachsen
Arise GmbH
Dresden
ARISE GmbH is an event agency based in Dresden, specialising in the planning and execution of unique corporate events, trade fair appearances, and incentive programmes. With over 20 years of experience, ARISE delivers tailor-made concepts that impress with creative ideas and precise execution.
Hamburg
BR Event Agentur
Hamburg
BR Eventagentur in Hamburg specialises in the planning and execution of bespoke corporate and large-scale events. With creative concepts and professional implementation, it ensures unforgettable event experiences in Hamburg and northern Germany.
Bayern
Benninger.eberle
Munich
benninger.eberle is an event agency from Munich specializing in the planning and implementation of customized events for businesses and private clients. With a creative team and an extensive network of partners, they deliver tailor-made event experiences that leave a lasting impact.
Bayern
Dapp Events
Kirchheim near Munich
DAPP AG is an owner-managed event agency based in Kirchheim near Munich, specialising in the planning and execution of exceptional corporate events, incentives, VIP hospitality, and competition travel. With over 30 years of experience, it offers tailor-made concepts that engage all five senses and help clients become perfect hosts.
Baden-Württemberg
ELLIS Events GmbH
Balingen
ELLIS EVENTS GmbH is a full-service event agency based in Balingen, delivering unique events worldwide for between 10 and 13,000 participants since 1987. With a team of over 25 employees, it offers customised solutions for conferences, corporate events, incentives, and roadshows.
Bayern
Eventrebellen
Munich
Eventrebellen is an event agency based in Munich, specialising in the planning and execution of unique corporate events, incentive trips, and promotional campaigns. With tailor-made concepts and an international network, they organise events of all sizes and types, always aiming to create unforgettable experiences.
Sachsen
First Class Concept GmbH
Dresden
First Class Concept GmbH is an event agency from Dresden that has been offering professional event and venue management for over 20 years. With a broad portfolio of unique venues such as OSTRA-DOME, OSTRA-STUDIOS, and Kurländer Palais, it organises events ranging from corporate gatherings and product presentations to dinner shows like "Mafia Mia".
Nordrhein-Westfalen
Fünfdrei Eventagentur GmbH
Bonn
fünfdrei Eventagentur from Bonn has been specializing in planning and executing corporate celebrations, conferences, and public events since 2008. With a creative team and attention to detail, they deliver unforgettable event experiences.
Bayern
GO Experience
Neusäß
GO EXPERIENCE GmbH is an event agency based in Neusäß, specialising in the planning and execution of live communication initiatives. With over 20 years of experience, it offers customised concepts for events, special services, and digital solutions, always considering sustainability and innovative approaches.
Nordrhein-Westfalen
Intercom Köln GmbH
Cologne
Intercom Köln GmbH is an event agency based in Cologne that combines unconventional concepts with cutting-edge information and communication technology. It provides comprehensive services in meetings, incentives, congresses, and events, placing particular emphasis on creativity and passion.
Bayern
JOKE Event AG
Munich
JOKE Event AG is a renowned full-service event agency headquartered in Bremen with a branch in Munich. As one of the leading agencies for live and brand experiences, JOKE Event offers a wide range of services, from concept development to event execution.
Baden-Württemberg
M:con
Mannheim
m:con – mannheim:congress GmbH is a leading provider of conference and event management, specializing in medical and scientific conferences. With state-of-the-art infrastructure and comprehensive services, m:con creates customized events that meet the highest standards.
Bayern
MCI Deutschland GmbH
Munich
MCI Deutschland GmbH is a leading provider of event and congress management, supporting companies and organisations in the planning and execution of unforgettable events. With a broad service portfolio that integrates strategy, creativity, and technology, MCI creates customised experiences that inspire and deliver long-term value.
Bayern
METZLER : VATER group GmbH
Munich
METZLER VATER group GmbH is an owner-managed agency for experiential communication based in Munich, with over 180 employees. For more than 20 years, it has been creating engaging brand experiences and offering interdisciplinary solutions in architecture, events, design, digital, and project management.
Niedersachsen
Morella Eventagentur
Hanover
Morella Eventagentur, based in Hanover, is known for its creative and bespoke planning of corporate and private events. With an extensive network of partners and venues, it ensures extraordinary experiences and the seamless execution of every event.
Niedersachsen
Peppermint Events
Hanover
Peppermint Event GmbH is a full-service agency for business events, with offices in Hanover and Hamburg. It provides customised solutions for in-person, hybrid, and digital events and has successfully delivered over 3,000 projects since 2005.
Baden-Württemberg
U-motions GmbH
Karlsruhe
u-motions GmbH is an event agency with over 30 years of experience, specializing in the planning and execution of corporate events, anniversaries, conferences, and product presentations. With a creative team and innovative digital solutions, they create unforgettable event experiences.
Nordrhein-Westfalen
Uniplan GmbH & Co. KG
Cologne
Uniplan is an owner-managed and independent brand experience agency founded in 1960 in Cologne by Hans Brühe. With over 600 employees at nine locations worldwide, the company accompanies clients from the first idea to implementation, transforming visionary concepts into unique brand experiences.
Hessen
Upstairs
Seligenstadt
Upstairs GmbH is an owner-managed event agency based in Seligenstadt, creating customized brand experiences for its clients since 1996. With over 4,200 events realized and more than 10.2 million guests served in 42 countries, it offers a comprehensive range of services, from classic events to hybrid formats and digital solutions.
Hamburg
VOK DAMS
Hamburg
VOK DAMS Events GmbH is an internationally leading agency for event and live marketing, with over 40 years of experience. Offering a comprehensive service portfolio that includes events, hybrid and digital solutions, creative concepts, and strategic consulting, VOK DAMS delivers tailor-made brand and event experiences worldwide.
Increase your event success with event marketing automation