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Registration is only the beginning of an attendee’s journey to and at an event. As marketers, our goal is to keep attendees engaged and excited during the entire event life cycle. On Salesforce Marketing Cloud social channels, we wanted to provide a unique experience for Connections registrants. We leveraged our advertising product Active Audiences to create appropriate audiences to target. Curious? Here’s how Salesforce Marketing Cloud used Active Audiences to enhance the attendee journey and experience at Connections 2015.
Once someone registered for Connections, they were added to an audience of Connections registrants. The registrant’s email and mobile number is matched to Facebook’s records, and we were then able to advertise on Facebook to those who were matched.
Our goal for these targeted ads was to convert registrants in to actual onsite attendees. These ads had a call-to-action to “Add Connections to your calendar,” and we linked to a calendar invite. We saw a click-through rate of 2.6%, which is over 2x higher than our typical click-through rate.
Opt-in to Mobile Apps
We also wanted those who had registered for Salesforce Connections to be prepared for the event. We created another audience of people who had registered but not opted-in to mobile communications. We saw 115 people text in from this ad! That’s about 70% of people who opted in via texting in.
Once the event began, the audiences and ad goals shifted focus. We were now able to create an audience of people who had registered but not checked in. After the registrant’s email and mobile number had been matched to their Facebook profile, we began advertising to them.
Add to Your Calendar — Day 2
These ads were run Tuesday night (Day 1 of the event) and targeted to people who had registered for Wednesday (Day 2 of the event) but had not attended on Tuesday. The ad was similar to the calendar ad run before, but the copy was tailored to activities on Wednesday of Connections. We saw a click-through rate of 4.54%, which is over 4.5x larger than our typical click-through rate.
Shop DVF
Diane von Furstenburg was kind enough to provide an exclusive discount code for all Connections attendees, and we wanted to make sure all attendees were given the chance to use it! Targeted to attendees, we saw a click-through rate of 4.18% — over 4x higher than the norm.
