Customer Acquisition Conference Marketing.
In my capacity as the in-house event marketing lead at Workforce Group, I was responsible for overseeing end to end ideation and execution of event marketing across the Group. It includes coming up with marketing strategy, creating messaging heirachy such as landing page copy, email copy series, video assets, and other marketing collaterals working with cross functional team for execution, content development and budget allocation.
Project Background
Workforce Group has recently introduced its Contact Centre, a newly established business unit. They are actively pursuing opportunities to expand their client base and enhance revenue generation through strategic events.
Four(4) major problems that’s needed to be addressed are:
- Attracting and deepening relationship with prospects and existing clients who are decision makers in the Fintech space.
- Creating relevant WOW experiences that offer true value to leads, prospects, and customers alike based on a thorough understanding of their buyers’ journeys, what engages them, and how they database and appropriately utilize it throughout the full funnel opportunity of the event lifecycle ultimately make decisions.
- Creating and driving engaging events in which attendees can participate and interact with the speakers and other attendees making them more inclined to stay, listen, and engage.
- Generating revenue and upselling clients from event-specific offers and CTAs
About the Process
In order to solve these problems, below are my approach:
- Research: I worked with the marketing team to research the industry trends in order to design a tailored event and messaging that resonates with them at a deeper level. I realised growth and customer experience are major challenges in the industry. Hence, the theme Customer Acquisition Conference.
- Define Target Audience: Identifying the audience allows me to focus marketing efforts and budget on the groups that are most likely to have direct impact on revenue growth. I defined and created a clear cut persona of target audience such as their job role, age range, interest, seniority level, their pain points
- Develop Marketing Strategy: I formulated a comprehensive and actionable plan along with a blueprint for the marketing activities throughout Customer Acquisition Conference cycle, aimed at attaining our business objectives. This plan extensively outlined the target audience, messaging strategies, media deployment strategies, attribution models, and potential partnerships necessary for success.
- Strategic Partnership: In order to facilitate valuable connection with big players in the industry like Fintech Association of Nigeria, Central Bank of Nigeria, and the Federal Competition and Consumer Protection Commission (FCCPC).
- Budget allocation: Budget was apportioned to diverse areas, including advertising campaigns (such as LinkedIn ads and PPC), securing the event venue, outsourcing multimedia services, developing marketing collaterals, catering for food and beverages, and engaging with various media outlets.
- Checklist: I did a break down of the event project process into manageable tasks, who is responsible for what and timelines, in order to easily track progress and ensure that everything is on schedule. This helped the team stayed organized and ensures that no detail is overlooked.
- Set KPI: I created a measurable Tracking event success against predetermined KPIs gives you insightful data registration rate, attendance rate, Net Promoter Score(NPS) etc
Outcome and Result
By leveraging innovative technologies, strategic partnership and curating dynamic content, my team successfully created a vibrant atmosphere that facilitated networking opportunities, inspired thought leadership, and generated actionable insights for our attendees. The event surpassed attendance goals, resulting in a 54% increase in lead generation, 35 increase in client acquisition and a 31% rise in positive brand sentiment across media platforms, solidifying our position as a key influencer in the market and laying the foundation for sustained growth and relationships in the future.
Marketing collateral for Customer Acquisition Conference:
Testimonial Videos and Picturesque: https://drive.google.com/drive/folders/1oTJRXwXWpMSUU3eYh3GO0_c5fFy6OlAu?usp=drive_link
Event Landing Page: https://workforcegroup.com/customer%20acquisition%20conference/
https://leadership.ng/fintech-stakeholders-address-scaling-challenges-at-customers-acquisition-event/