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 - Ashton Creative designs
get results. Up to 3 times the result of
customer-designed emails. That's fact.
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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