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IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center

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Social Referral Marketing Platform Drives Attendee Acquisition

October 31, 2019

Gleanin, based in the UK and Miami Beach FL, focuses on making connections happen through trade show attendee acquisition to increased event registration and attendance using smart attendee-to-attendee social referral marketing.

Exhibition marketers face a number of challenges. Reaching new attendee prospects with content that resonates and converts is increasingly difficult using traditional marketing tactics. The short attention spans of information consumers, GDPR and other privacy concerns and the demand for hyper-personalized messaging complicates marketing initiatives.

Social referral marketing platforms (SRMPs) facilitate the natural inclination of people to recommend products and services to others in their social networks. They give registrants the opportunity to refer the event for which they have registered to members of their social networks at the point of registration and throughout the registration cycle. As soon as an attendee registers, the platform responds with an opportunity to recommend the event to others using email, LinkedIn, Twitter, Facebook, WhatsApp or any other digital channel with which the SRMP is integrated. Registrants opt into the platform when they select a channel. Immediate visibility into the registrant’s social network helps him or her choose to whom they would like to send an invitation. The emails and social posts are pre-populated with the event share link and messaging, which the registrant can also choose to personalize.

The platform sends the invitations through the selected channels and tracks whether or not it resulted in a conversion (another registration), which it then attributes to the referrer.

Based on Gleanin benchmark data, its SRMP will deliver (on average) between a 4.5 to 10 percent increase in total event registrations. Of those registrations, between 75 and 85 percent will be net new registrants. In addition, events will experience between a 4 and 10 percent improvement in verified attendance. The platform is intuitive for users and delivers transparent and attributable results for event marketers.

The National Association of Broadcasters implemented Gleanin Connect at the 2019 NAB Show to amplify registration for the show’s free expo hall passes. 16 percent of all registrants used Gleanin Connect to make a referral leading to 8 percent of the total number of NAB Show buyers who pre-registered for the show.