In a world of oversaturated digital channels, tele-services can make the difference between success and failure for your marketing programs. This article reviews a case study where an event marketing team used tele-services to augment their event gate revenue.
Case Study: Major Energy Event
An event marketing team was concerned about hitting their gate revenue goals for their premier annual energy show. They had been running the event for years and had good metrics on expected registrations. Results from their traditional digital channels were not on pace to reach their goal and the event was now a mere six weeks away. They turned to their internal tele-services group for help. Given the time frame and bandwidth needed to make a difference, that group engaged longtime partner, CSG Services. CSG had done an excellent job for the company on other projects ranging from inbound lead qualification to site builds, and had resources available on short notice.
The event date was looming with the holidays interrupting the calling window. Offsetting this challenge, the event team supplied list of 5,600 contacts, more than they would be able to reach in the time allotted. The phone numbers were only roughly 80% accurate, reducing the record set to around 4,300. (80% accuracy is within expected norms for first time calling lists).
CSG organized the event material that was available, then interviewed the top event sales people on their call approach and value proposition. They built scripts and got the phone agents making calls within three days of signing the agreement. Registrants paid for the event on an existing registration website, removing the need for the agents to go through that process.
After a week of calling, CSG performed a call calibration with the event team. The call calibration provides an opportunity to listen to a variety of successful and unsuccessful calls and make adjustments to the call approach.
The CSG team was able to complete roughly 2,139 records in the time allotted. Completion was defined as either having a conversation leading to an outcome, or they dialed them three times with no connection, ultimately leaving a voice mail.
Two hundred twenty-five people agreed to register as an outcome of the call. Eighty-one people completed the transaction paying an average gate of $2,607. Overall the conversion rate of records called to closed-won was 4%. The whole program showed an ROI of 9.4 to 1, exclusive of other event costs. The event team was ecstatic with the results, and built tele-services into their ongoing marketing plan for the next year.
While each program will have its unique challenges, there is ample evidence that your investment in tele-services for your paid event will provide a positive return on marketing investment. Using the tele-channel lifts your voice out of the din of digital marketing bombarding your audience. For even better results, we suggest careful focus on the calling list and pulling the start date back from the event to roughly three months if possible.