Off to the golf course: Automated campaign for event

Our client KENDRIS is a successful trust company. KENDRIS relies on personal relationships and has high quality standards.

Once a year KENDRIS invites its valued customers to the golf course. The experience is important for relationship building. That’s why it’s also important that the surrounding area, i.e. the digital experience, reflects the high quality standards. Reliable, automated event communication ensures that no questions remain unanswered – from registration to directions.

The KENDRIS case in figures

What needs to be included in the automated event campaign?

Clearly, the actual golf event itself is at the heart of the shared experience. Information about the event, a registration option with confirmation and other details such as travel are required in advance.

Until now, an invitation was sent manually by mail. The registrations were entered into a list. A reminder e-mail was also sent manually. A contact person is available to answer questions. In other words, KENDRIS puts a lot of effort into interactions around the event that don’t add much value. Organizational matters simply have to be communicated. On the other hand, clients also have to enter the information themselves, e.g. the website of the golf course, in order to check the list. Or they have to call.

Wouldn’t it be better to just have everything together at the right moment? This is exactly where the automated campaign for the event comes in. Because all these interactions are necessary, but they are not the highlight. On the other hand, something would be missing if the interactions did not exist. They therefore offer added value and should be professionally implemented in an automated event campaign.

Value-creating interactions in the automated event campaign

Before we dive into the automated campaign for the golf event, let’s consider a few things about value-creating interactions. In principle, an interaction can bring something to the customer or the company. For example, it is valuable for KENDRIS and its customers that there is a registration option for the event. The customers want to know reliably that they have a place. KENDRIS wants to know the number of participants. Perfectly clear, right? A similar argument can be made when it comes to a reminder message just before the event. But what about the registration reminders, for example?

KENDRIS still has an interest in customers signing up and could send endless reminders. However, this would soon press the customers. Because once an email overread, yes, can happen. But twice, three times? Presumably, it is then rather due to the fact that one simply can not or does not want to register. In the Value Irritant Matrix, this is called: Simplify. We would say: maybe you just stop for a while.

So we have a list of interactions that are valuable to participant:s and/or to KENDRIS. But that alone is not enough. We also still need to look at the specific moment of interaction. It probably sounds completely banal now, but anyone who has ever gotten the right information at the wrong moment probably knows what we’re talking about.

The question is therefore not only: What creates value? But rather: What exactly creates value now? Because when the customer asks the question: And what should I do with it now? Then we know that we have not conveyed value. So, let’s deliver the right information at the right time!

“We wanted to design the entire invitation process with a high degree of automation but the highest possible level of customization. After all, we want our guests to be well picked up and simply look forward to the event.”

Bryan Graf
kendris.com

The automated event campaign as a process

Customers should receive an event announcement by e-mail. A link in the email takes them to the registration form, where they can register and receive immediate confirmation. Shortly before the event, up-to-date information such as the course layout and tee time will be communicated. So far so good, but what if someone doesn’t sign up? Then, of course, it is automatically followed up once.

This is what the automated event campaign looks like:

The implementation of the automated campaign with Aivie

Campaigns in Aivie can trigger actions, such as sending the registration email to the desired customer:s segment. In addition to the automated emails, the required registration form is also implemented directly with Aivie. The campaign tracks the registrations and sends out a reminder where necessary. The data of the enrollees are stored in the CRM. The list of participants fills automatically.

In the CRM and with the help of progressive profiling, we receive further information about the participants, such as the golf handicap or the name of the golf club. This information does not need to be entered next time.

The right information at the right moment

With the automated e-mails, customers receive exactly the information they need at the moment. So they don’t have to ask themselves: What am I supposed to do with this now? At the same time, they do not receive information that is not yet relevant. But you shouldn’t have to ask yourself either: Will there be anything else then? That’s why we also announce what’s to come. And of course, if you have any doubts, your personal account manager is always ready to help.

Conclusion on the automated event campaign

Both KENDRIS and its customers were able to look forward to the event with peace of mind, as the automated campaign managed the registrations, reminders and all information.

“We are fiduciaries, tax and legal experts and not event managers. However, it is our aspiration that everything we offer our clients is highly professional and well thought out. The team at Aivie met that standard and also proactively streamlined our invitation process.”

Bryan Graf
kendris.com

Event communication made easy!

Event Campaign Setup

It’s that easy to set up your entire event communication as a campaign with Aivie.

We are happy to help you with the campaign setup.

Contact us.