Event Marketing Insights Part Two: Lessons from the Purple Cork Community
During our last Purple Cork community event of the year, it was clear that some of the richest insights came from the breakout discussions with our fabulous customers. Here’s a summary of key takeaways from each room:
Breakout room during Purple Cork’s Community Event
1. Event Attendance: Strategies for Executive Engagement
One of the most lively discussions centered around how to capture executives' attention and drive attendance from high-level stakeholders. The consensus? Tailor a personal approach. Here are some ideas that emerged:
Personalized Invites: Executives respond to tailored communications. Sending out branded, custom invitations directed specifically to them sets a professional and engaging tone.
Extend the Personal Network: Tap into the network of local attendees—encouraging them to bring friends, family, or prospects they work with. This approach adds a personal touch, creating an atmosphere of networking that feels curated and meaningful.
Plus-One Invitations: Inviting plus-ones can broaden attendance organically. It brings a warmer energy to the event and creates a unique opportunity to expand networks beyond traditional circles.
Post-Event CTAs were another focal point:
“Book a Call” CTAs, especially when they relate directly to the event content, can lead to warmer follow-ups.
Event Calendars that display upcoming meetings and engagements can make it easier for attendees to stay connected beyond a single event.
2. Pipeline Acceleration: Personalization and Friendly Competition
In the Pipeline Acceleration room, attendees shared creative strategies for nurturing prospective clients while accelerating pipeline development:
Personalization: Personal touches remain powerful. Crafting each outreach with context makes prospects feel more seen, and they’re often more likely to engage.
Rep Motivation: Consider introducing a SPIFF (a short-term incentive for sales reps) to drive registrations. Top performers can be rewarded with the opportunity to attend the event, creating healthy competition and an incentive to excel.
UTM Tracking: Tracking links with UTMs during the registration process gives marketing teams better insights into how attendees find events, helping teams refine strategies for even more effective outreach.
3. Customer Marketing: The Power of Customer-Led Brand Advocacy
Customer Marketing emphasized the value of cultivating a community where customers advocate for your brand. Highlights included:
Let Customers Sell for You: Customers who believe in your brand are your best advocates. By encouraging customers to share their experiences, you empower them to influence prospects in ways that traditional marketing often can’t match.
Quarterly Customer Meetups: Hosting virtual gatherings every quarter (with a Save-the-Date invite for future sessions) keeps the connection alive. This proactive approach keeps the momentum going and helps customers feel like an integral part of the brand’s journey.
These sessions sparked fantastic ideas and underscored the importance of connection and personalization in every aspect of event marketing. Looking ahead, these learnings will guide our strategies as we work with you to create impactful events that drive your business forward.
