Show
PMMI, The Association for Packaging and Processing Technologies, represents more than 850 North American manufacturers and suppliers of equipment, components, and materials as well as providers of related equipment and services to the processing and packaging industry. PMMI works to advance a variety of industries by connecting consumer packaged goods companies with manufacturing solutions through the world-class PACK EXPO portfolio of trade shows.
Challenge
PMMI’s challenge was to address abandoned registrations and find a way to reach untapped, qualified prospects. After starting the registration process, often attendees do not complete their registration for a variety of reasons. Initiating an automatic marketing campaign to convert abandoned registrations into completed registrations was a goal for show management.
Solution
Convention Data Services (CDS) created a multi-stage, automated abandonment email campaign to be implemented for PMMI shows. The campaign commenced automatically 24 hours after a registration was abandoned and continued weekly until the show began. PMMI was provided with best practices from CDS on content and deployment.
The abandonment campaign consisted of the following:
- Initial email deployed 24 hours after registration is abandoned.
- Personalized message from customer service department of show sent one week later.
- Early bird rate increase reminder sent before deadline date.
- After the early bird deadline passes, additional messages sent depending on job title and industry, offering free or discounted registration.
- Telemarketing campaign deployed.
- Paid social media ads.
Contained in the email was event information, registration benefits, and a link for completing the registration process. XPress Reports provided access to a variety of reports, including abandonment survey results, abandoned registrations, and data on abandoned attempts, successful conversions, and conversion revenue.
Results
PMMI experienced outstanding results from deploying the CDS abandonment campaign. Overall, nine percent of abandoned registrations were converted to completed registrations. Having a complete campaign in place to follow enabled PMMI to easily implement marketing initiatives.