Marketing Automation Beyond Emails
June 20, 2014
Marketing automation refers to the ability to schedule messages to a specific audience based on time, interactions, or lack of interaction with other messages. When talking about marketing automation, most people think of email marketing and the ability to pre-schedule email messages to specific audiences based on interactions with previous emails, but there are other channels where marketing automation can be valuable. For example, using marketing automation in social media and mobile app marketing can increase your reach and engagement with these audiences.
Let’s first consider using marketing automation on your social media channels. In simple terms you can create and schedule posts to go live on specific days and times. If you know your early bird registration discount ends on a certain date you may want to schedule countdown tweets and Facebook posts for the days leading up to the deadline. You may schedule posts ahead of time that remind sponsors about the ROI they can receive from your sponsorships and depending on what tools you are using you can target your posts to specific demographics and audiences. Facebook and Twitter offer their own free tools to get you started in simply scheduling posts and there are free 3rd party free tools (HootSuite, Buffer, PostPlanner, EveryPost, SocialOomph, and more) that offer a few more features that may be a good place to start exploring. These tools can also help you to monitor what message are generating interactions and the best ROI. This data can drive your future posts.
There are also marketing automation tools that allow you to manage mobile app push notifications to your events mobile app users. This can be used to invite users back that have not used your app in awhile (think of those notifications you get when you haven’t played your favorite mobile game in awhile). You can also schedule notifications to go out when deadlines are approaching, contest reminders, or pre-schedule reminders about building an itinerary or a favorite exhibitor list. Once the show begins you can schedule alerts about the keynote starting in five minutes, reminders about sessions beginning now, and the exhibits floor opening. You’re attendees and exhibitors won’t miss a thing!
As with any marketing you don’t want to set it and forget it! Conditions are constantly changing and your marketing will need to be responsive. If someone interacts with your posts then you want to respond to this interaction, if appropriate, in order to maintain the human element. Also, mix in real-time posts with your scheduled posts to keep your interactions interesting and meaningful.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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