Filling A Seminar With ProspectsUsing digital marketing for live event lead generation
A new ruling from the South African government on global taxation was the catalyst for a wave of interest of concerned people looking for answers.
This campaign single handedly delivered the biggest response to any campaign the company had seen, generating over 250 interested registrations and reaching full seated capacity at the seminar event of 175. All it took was a simple lead generation strategy.
challenge
The biggest challenge was that South African Tax Planning was using traditional methods to reach out to individuals. This method was slow and cumbersome when they knew they had to move fast. It was important that SATP reached as many relevant people as possible in the shortest possible time so that they could book people into the seminar.
- Reaching out to only relevant audiences:
The team needed to reach out to South African expats who qualified as people who wanted to financially emigrate from South Africa. Qualifying a person on the phone meant that phone call was wasted of they didn’t meet the criteria.
- Creating a solution to their concerns:
Getting people to understand exactly what the main issues were for them with the law change was tricky. Many of the target audience didn’t understand what the law change meant for them so creating a simple, easy to understand resource became essential to generating registrants.
- Getting people to register:
There was no single place for people to register, nor a system for SATP to know if they had contacted the same people more than once, leading to more time wasting. A single signup location was needed to ensure that unique visitors were contacted.
solution
Adviser Leads created a customer journey from the information provided. A pathway for people to learn more about the seminar, what it would cover and when they can attend was developed.
Adviser leads created a landing page with all the relevant info and a registration form connected to an email marketing client. A series of targeted adverts across Facebook were shown which drive traffic towards the landing page. Those that didn’t covert immediately were retargeted with additional info on the seminar encouraging them to return and register.
Upon registration an email was automated out to them with a calendar reminder asking them to save the time and provide a reminder. Along with this, a request to share to those who needed to see the information was added, ensuring a larger reach of qualified individuals.
results
The sign ups for the seminar had reached an unprecedented level. Over 200 qualified individuals registered for the seminar with a large majority of people turning up. So much so, that there was only standing room at the back as all seats were taken.
The money spent on the campaign was completely justified providing incredibly low Cost Per Click rates and huge reach. The event was so successful that it had to be run again, due to high demand, hence the second spike in traffic and conversions.
By the numbers, the effort:
- Almost 10,000 visits to the landing page
- 271 qualified leads
- 2.9% conversion rate
- CPC rate of $0.13
how can we help you?
Contact us at the Consulting WP office nearest to you or submit a business inquiry online.
We were able to switch from time consuming cold calling to having quality conversations with our target audience. Highly recommened!
