Please take into account the GDPR
Learn about the new European privacy legislation, if only to avoid receiving a hefty fine. Image: Pixabay
2. Determine what you want to know
Collecting too much information is not wise. Firstly, because the new GDPR legislation prescribes that you may only collect the data that you need. But also because enormous amounts of data do not benefit the quality of your database. The more redundant information you store, the more difficult it becomes to maintain it. And the greater the chance of incorrect or otherwise corrupt data.
On the other hand, you also want to avoid storing too little data. If all goes well, you want to enrich your database with a specific goal in mind. And then it is important that you have relevant data. Therefore, determine before you start your event strategy which data you need to achieve that goal.
For example, do you want to use an event to qualify leads? Or do you offer products for both the finance and HR markets and do you want to know in which sector someone works? Or is the goal to find out how satisfied someone is with your products, so that you can adjust your services accordingly? Only by determining these kinds of things in advance can you determine the right strategy to find out how you get that information.
Determine in advance what you want to know
Do you want to use an event to qualify leads? Or is the goal to find out how satisfied someone is with your products, so you can adjust your services accordingly? Image: Joe the Goat Farmer
3. Map out what you already know
Few things are as annoying to your target group as having to provide the same information over and over again. Before you start collecting data, start by mapping out what you already know, or can find out relatively easily yourself.
Also read: Marketer of the future: recognize hypes, ensure thick data & remain skeptical
For example, are you trying to find out how often certain functionalities of your online application are used? Then you no longer have to ask your visitors if you can also get those insights from the analytics of your application. But also the way in which your target group behaves on your website, or the content they click on in your e-mails, can provide you with valuable insights. And that without having to ask your visitors about it.
Before you start collecting data, start by mapping out what you already know, or can find out relatively easily yourself. Image: Joe the Goat Farmer
4. Collect information before, during and after the event
Even if you haven't asked for certain information before, your visitors won't always be eager to provide all that information about themselves. Especially not if you ask for a lot at once. Therefore, plan different contact moments in your event marketing strategy to enrich your database:
Before the event
The contact in the run-up to the event is an new zealand number for whatsapp excellent opportunity to collect data. Whether that is via a registration website, a telephone conversation or an e-mail. The invitation process is, for example, the perfect moment to ask a few short questions. Or to find out the individual interests of your visitors, based on the parallel sessions for which they register.
During the event
In a live conversation, people are often more willing to answer a few questions. So make sure that your account managers engage in targeted conversation with visitors or send a promo team out with a tablet during the break. But during the event, you can also find out information in other ways, for example by making presentations interactive and letting people vote with their smartphone via a voting system.
After the event
This is the moment to test whether what you wanted to achieve with your event strategy has also been expressed. What did your visitors experience? What message has stuck? But this is also the phase in which you can enter into a dialogue based on the insights you have gained about your visitors. For example, by offering personalized content that is tailored to their interests. Based on this, you can also gather even more insights. For example, in which specific content topics is someone within a field interested.