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Daniel Brooks

Daniel Brooks

Making the case for customer evidence and relationship marketing

Keep it personal to make sure your no-shows show

Daniel Brooks  |  5 Mar 2012, 04:23 PM
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Every marketing and events person knows the pain of no-shows. You create a great event (or webcast). You invest your time researching the perfect list of targets that you know would benefit from attending. You throw huge amounts of energy into engaging with them – and they sign up in droves. Then on the day, mysteriously, half of them don’t show.

So just how do you reduce your no-show rate? How do you make sure that all that energy you put into the pre-event marketing shines through on the day?

In my experience, there’s only one sure-fire solution to this tricky problem: the personal touch.

Many marketing and events professionals will go out of their way to make prospective delegates feel that they’re getting a personal invitation. In fact, during our campaigns at Metia, every target is assigned a telemarketer to liaise with them personally, one-on-one. So why would that end when they’ve signed up?

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Instead of sending out an automated email a week/day/hour before the event, marketers should pick up the phone.

This means every delegate that’s said they want to come to an event gets a call a few days before the big day, from their personal telemarketer. That’s followed up with a personal email from the same telemarketer, with all the event information. Finally, the delegate receives a mobile-friendly subject line only reminder the evening before.

This makes people feel more compelled to come along on the day – and if they do suddenly need to drop out, they are much more likely to email in advance. This makes event audience numbers more predictable, as well as higher.

It’s this attention to detail that resulted in an on-the-day no-show rate of just 3% at a recent Metia-run event for C-level financial professionals.

Sure, you have to spend more time in contacting those people again. But that cost is recovered many times over in the extra value that those important players bring to the event – and of course you don’t have to waste money signing up many more people than necessary to the event, just to account for drop-outs.

The only downside of making it personal? You have to keep an eye on your telemarketers’ email addresses after the event – to make sure that you can reply to all the delegates that email them personally them to say ‘thank you’ for a great day.

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