Juli Cummins
As the Digital Media Marketing Manager at a2z, Inc., Juli Cummins’ priority is to educate exhibitors and attendees about a2z’s online solutions that can enhance their event experience.
Email Personalization Can Bring You Top Email Results and More Engaged Customers
April 21, 2017
So, how do we do this? Before you can personalize anything, you need to know who you are talking to. As usual, the champion (and yet at times the thorn in any marketer’s side) is DATA. You need to know and collect as much information from your exhibitors, sponsors, and attendees as possible. I know that this is no easy feat if one is new to digital marketing but start by taking baby steps.
Take a look at your current databases and lists. What information do you already have that can help you know your email recipients on a more personal level? I bet you know their first name! This then is where you can start.
It has been shown that email open rates increase by 20% just by adding the recipient’s name in the subject line (source: http://www.superoffice.com/blog/email-open-rates/). If a name results in so many more opens, just imagine what can happen if you personalized your communications by knowing just a little bit more about each person.
For example, you can use geographic location, title, company name, product interests, website behavior, and more. History such as registrations for sessions or purchases related to sponsorships can also be harnessed for personalizing your email messages.
In my inbox, I see good examples of personalization all the time, just as I am sure you do too. Pinterest is known for sending its users recommendations based on their current pins and activity. This may seem daunting, but even if you segment your attendees into three groups based on the session types or session tracks they engaged with last year you will be addressing them on a more personal level than if you sent just one blanket email about registering for sessions.
You can gather this session info from their past saved itineraries if you offer a planner tool on your website or in your event app and this information may also be available in your registration data if you have paid sessions.
You can use personalization for reaching exhibitors too. You can tailor your copy to speak to exhibitors of varying sizes. Simply by dividing your list by the size of booth purchased and then speaking to those segments about planning tools and deadlines that they would be most concerned about can engage the reader on a deeper level.
For exhibitors who purchase 400 square feet or more of booth space you may target them with specific sponsorships and remind them of hanging sign deadlines, etc. LinkedIn sends personalized emails with news announcements that they think the reader will be interested in based on the industry that the reader works in and other news items they have interacted with on the site.
If you don’t feel you have the data to personalize your messages this doesn’t mean you can’t get the information. Think carefully about the best ways to segment the messages you want to send to your exhibitors and attendees and then decide what data you would need to target your messages appropriately.
This data can be gathered at booth sign-up, registration, or even through the attendee’s website activity. As you gather more valuable data you will see new possibilities for segmenting your audiences and personalizing your messages more.
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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