Although we avoid product endorsements in this blog, now and then we come across a game changer that we feel compelled to share with the corporate planners who seek our services. Since attendance is always the number one concern of corporate event planners, we spend a lot of time researching the newest and most innovative marketing techniques.
In a recent BizBash article, Michael Barnett, C.E.O. of InGo, a social media marketing system for events said,
“For a long time we had a very top-down approach to marketing. What social media has changed is now you can have millions and billions of people buying and engaging with products and events entirely through word of mouth.”
Really? Millions and billions? Entirely through word of mouth? How does one leverage social media to that degree? The article went on to explain.
How Does It Work?
“InGo is integrated with more than two dozen registration programs such as Eventbrite, Cvent, Etouches, Experient, and Active RegOnline. Attendees are invited to register using their Twitter, LinkedIn, or Facebook accounts. Once they do, the system analyzes their connections in two ways: it looks for people who the attendee has a strong relationship with (based on things like similar education, employers, locations, or likes) and it looks for people who are similar to others who are registered for the event (based on their job functions or title). From that analysis, InGo generates a list of relevant contacts the current attendee can invite to the event with one click.”
Complicated but clever. Integrating the data bases sounds right, but how does the invitation work?
“It uncovers the people that we might not know about that would be a good fit for the event. And they are not getting invited by a corporate email or something from the show. They are getting invited from somebody they know, somebody who they may want to do business with,” says Paul Dwyer, registration director and operations financial analyst for Reed Exhibitions, which uses InGo for some of its shows. For Reed’s International Vision Expo and Conference last September in Las Vegas, Dwyer says attendees sent out 269 personal invitations through InGo which resulted in 234 registrations. Of those, 143 were people who had never attended the show before.
How We See It
Corporate event planners are keeping up with most of the technological advances in the meeting and event industry. We thought, however, that you may have missed this wrinkle. Traditional marketing platforms are receding into history. The modern world communicates more efficiently in real time. If we are to compete for attention in the marketplace, event planners must keep up with the latest marketing technologies. InGo is another example of the innovative thinking that surrounds social media and the powerful connectivity of the internet.