More
and more are events organisers finding that email
marketing can enhance the profile of their event,
and increase the sales of spaces and tickets.
Most organisers plan on selling 80-90% of
their space at list price or close - the remainder
is then normally sold off in a fire sale to ensure
maximum revenue for the event. Of course, having
every stand full helps promote the image of the
event to customers and visitors too.
To
find out more about how we can help you
promote your event successfully, contact us
today.
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Objective
Our customer was trying to sell seats at a conference on
"Dealing With Difficult People". There were six weeks left until the
actual date in London - there were 90 seats
remaining at the conference (sold at around £100
+ VAT each).
Our brief from our valued customer was to
stimulate as much private sector response as
possible to news of the conference. Our customer
was already a leading provider in the provision of
these services to the public sector, and was
looking for a way to gain an impressive foothold
in the private sector.
Why
did they choose us?
Price
- our email
costs are probably
the lowest in the UK
for specialist
business-to-business
marketing. Why?
We're interested in
getting repeat
business from you,
not just the
one-offs. Quality
data from quality
suppliers. Spam Protection -
all our emails are
strictly business
related and conform
with the relevant
2003 EU and UK laws. Design Services -
Take the hassle out
of designing your
email and use our
email advertising
service. Free with
certain orders.
Whom
were they targeting?
Our
data is never more
than 9 months old -
thanks to the
specialist companies
which supply us with
data. We can get to
just the companies
you need.
Click
here to find out how.
For this campaign, we needed to contact companies
who could afford to send 3 or more delegates to
the conference.
What
were the results?
Although we were hopeful and did
expect to reach the target of 50 set by the
customer, the results we actually got far exceeded
that, and, to date, and have proved to be our most
successful email campaign ever.
Through a combination of the highly-accurate
targeting and superbly-written email piece (from
Ashton Creative), we achieved 120 responses
exactly. The respondents
requested a brochure for more information - from
this we are told there was an impressive level of
sales. Most response levels at time of writing
however are closer to the average response rate of
1-2 per 1,000.
All figures given are based on customer correspondence with
us. Email marketing is a form of advertising, and as with all
advertising it can be successful as well as unsuccessful. We
do not guarantee any level of response. On average, for
every 1,000 email sent out, there are 1-2 opt outs, even
fewer than fax broadcasting! When we
receive an opt-out, we remove the number from all databases
to ensure they are never emailed by us or the pool
participants again.
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Fairlie Communications Limited, 65 Quayside, Newcastle
upon Tyne, NE1 3DE
Telephone 0800 652 6627 Fax 0871 522 7261. Co Reg 3855212. VAT 847 4982 73.
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Fairlie Communications Limited 1998-present.
