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Kickstart Campaigns: Event Registration and Follow-Up
Click Here for a quick reference sheet on this Kickstart Campaign
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Overview of Campaign
This campaign is to allow people to register for an event and be reminded of it before it starts. It works for live events and teleseminars, but is most effective for use with webinars, because, unlike live events and teleseminars, people can simply click a link to attend a webinar, which allows you (if you're an OfficeAutopilot user) to follow up with them appropriately (and automatically) depending upon whether or not they actually attended.
Here's how it works:
- You promote the webinar and drive people to the event registration page (which is included as part of this campaign). Note that you'll drive them to the webinar registration page from your blog, website, adwords ad, an email or postcard, or however you like. The step of driving traffic is the only part we aren't providing for you in this campaign. That's up to you.
- Once they register (via the SmartForm included in this campaign), they get subscribed to 2 different sequences (right from the SmartForm): The "Event Reg: Thanks for Registering" Step sequence which does just that: thanks them for registering, and the "Event Reg: Reminder of Event" Date Sequence which, you guessed it, reminds them of the upcoming webinar, and provides them with the link to attend.
- If the event is a webinar, the system can tell whether or not they attended by whether or not they clicked the "Click here to join webinar" event link in the email. If they DO click the "Join" link, then they will be removed via a rule (Note: OfficeAutopilot only) and placed on the "Event Reg: Thanks for Attending" Sequence. If they fail to click the "Join Webinar" link (thus demonstrating they did not attend the event) then they will stay on the "Event Reg: Reminder" sequence, and get subsequent emails that call them out on having missed the webinar, and encourage them to listen to the recorded version of the webinar, and try to get 'em onto subsequent webinars.
What you get
- A SmartForm for them to register for the event: "Event Registration: SmartForm 1" (which will subscribe them to The "Event Reg: Thanks for Registering" Step sequence and the "Event Reg: Reminder of Event" Date Sequence)
- A Landing Page to be used as the "Event Registration" page : "Event Registration: Landing Page 1"
- A "Thank You Page" where respondents will be landed on after filling out the form: "Event Registration: Thank You"
- 2 Step Sequences ("Event Reg: Thanks for registering" and "Event Reg: Thanks for Attending") and a Date Sequence "Event Reg: Reminder"
What you need to do
- If your account did not come with this campaign, you will first need to install it. Package code: Re73TKfOXp1Y8iq
- Sign up for an online meeting or webinar provider that's the kind of events you'll be having. We HIGHLY recommend Instant Presenter.
- Customize your SmartForm.
- Customize your content (emails, postcards, landing pages, etc.) making sure to add the specific event details and 'join meeting/webinar' link to your email(s).
- Set specific event date for each step in the Date Sequence.
- Add rules and tags (we show you exactly how).
Minimum Account Level Needed To use This Campaign: Habanero (because it relies upon Date Sequences)
Benefits of having higher account level:
OfficeAutopilot:
- Ability to use the Rule Step in your "Event Reg: Reminder" Date Sequence to automatically move prospects from "Event Reg: Reminder" Date Sequence to the "Event Reg: Thanks for Attending" Step Sequence if they've clicked the "Join Webinar" link in either of the two webinar reminder emails.
How long this will take: 60-140 Minutes
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Instructions for Implementing
- Open up the SmartForm: "Event Registration: SmartForm 1" and change the name of it to make it more specific so you can know exactly what event it's for whenever you look back. You'll be able to use this for other events in the future and can simply change the name of it and anything else in the future to reflect subsequent events.
- Be sure the "Thank You Page" is set as the "Event Registration: Thank You" Page.
- Do you want single or double opt-in? Choose which, and set accordingly (single Opt-in is probably all that you need for event registration, but your call)
- Do you want to collect more information than just name and email address? If so, select which fields and add them.
- Create and apply a new Tag. Tags are great for segmenting your list. You might create a tag, for instance, called: "Registered: 3 Keys to Success Webinar, 09/12/10" which would be applied to the contact as soon as they registered for the event.
- Be sure the SmartForm is set to subscribe them to "Event Reg: Thanks for Registering" Step sequence and the "Event Reg: Reminder of Event" Date Sequence
- Do any other customizing you'd like to the SmartForm.
- The SmartForm is already connected to the Landing Page ("New Prospect: Landing Page 1") via javascript, so any changes you make will be automatically updated to the SmartForm on "New Prospect: Landing Page 1"
- Click the 'Pages' tab and open the page called "Event Registration: Landing Page 1" and customize with the specifics details of your event. You can add your own logo, add change or add images, text, or even add video or other HTML items.
- Set hosting for the page. This URL (or PURL) is where you'll drive folks to have 'em register for the event.
- Proof read for spelling, punctuation, grammar and content.
- Save it.
- View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
- Open up the Step Sequence called "Event Reg: Thank You"
- Go through each step and customize each email message and add any others you'd like with any details of the event you wish.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Be sure to save each step and save the sequence at the end.
- Change scheduling of email steps as you see fit or leave 'em as is.
- Open up the Date Sequence called "Event Reg: Reminder"
- Go through the steps and customize each email message and add any others you'd like with anything you'd like, perhaps letting 'em know about subsequent events or special promotions on your products or services.
- Schedule the steps in relation to whatever date is of the event itself, per whenever you want the attendees reminded of the event.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Be sure to save each step and save the sequence at the end.
- Open up the Step Sequence called "Event Reg: Thank You"
- Go through each step and customize each email message and add any others you'd like with anything you'd like, perhaps letting 'em know about subsequent events or special promotions on your products or services.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Be sure to save each step and save the sequence at the end.
- Change scheduling of email steps as you see fit or leave 'em as is.
You may want to have a segment of all who attended this particular event and another for all who did NOT. So you might make a tag, for instance, called "Attended Event: 3 Keys to Success Webinar, 09/12/10" and another called "Registered but did not attend: 3 Keys to Success Webinar, 09/12/10" to have applied when they click 'submit' on the SmartForm, add it here. You may want to remove the default ""New Prospect" tag at this time too.
- Name: You might want to change the names of the sequences to something indicative of the SPECIFIC event you're doing for easier reference, remembering to use the recommended naming conventions so as to keep your system clean and organized)
- Public Name and Public Description: your call here. Remember that the public name and public description is what will show up when your contacts will see on the unsub. page should they choose to unsubscribe, so be careful. This is also an opportunity for you to convince them they don't want to opt-out of receiving the sequence steps.
- Unsubscribe after Last Step: This is simply where you indicate whether you'd like someone to stay on the sequence after the last step is sent, or to have them removed from it. The choice is yours, but it can be a very good idea to let people stay on a sequence forever, so that they're not accidentally resubscribed to the sequence later (which can be annoying for them, and embarrassing for you: imagine getting a bunch of "Buy our thing" type emails after you've already bought it. Total rookie maneuver.). Leaving people subscribed to a sequence can also be a good way to segment your list, and quickly see if they've received certain communications.
- Show on Unsub. Page: When checked, this will show the sequence on the Unsubscribe page so that if they choose to, your contacts can opt-out of it. You should check this for all marketing type sequences, however, if there's vital information that customers must get in order to fully make use of a product they've already purchased, or say, emails letting them know about the time/date of a webinar they've signed up for, then you should leave this unchecked so they don't accidentally opt-out of it.
Sequence Steps
The steps are listed below in the order they're in within the sequence. You may, however, mix 'em up any way your little heart desires (reschedule/delete/edit certain steps). Whatever floats your boat! We didn't include the actual copy here, because let's face it, that'd just be ridiculous. You can take a look at the corresponding emails to see the copy. You'll need to edit and customize the emails anyway. Note that the email steps are also available in the message library, however, if you change a message in the message library, you must go into the sequence and pull the new version in as it will not automatically update the version within the sequence. This is of key importance.
We include the name of the email or postcard, the subject, and the intent of a given step. We include the intent here to give you a clear picture of WHY the step is there. Every step of every sequence has an intent. Read 'em. You just may learn somethin'!
The Sequence: "Event Reg: Thank You" Step Sequence"
Step 1: Email: "Event Reg: Thanks for Registering!"
Default Scheduling: Day 0: Immediately
Subject: Hey [First Name]! Thanks for Registering for our ________________________!
The Intent: This email is meant to let the person know they've successfully registered for the event. It should have the details of the event in it.
The Sequence: "Event Reg: Reminder" Date Sequence"
Step 1: Email: "Event Reg: Reminder 1!"
Default Scheduling: You must decide and set this. Should be a couple days before the event.
Subject: Hey [First Name]! Don't forget, your webinar is in ___ days!
The Intent: This email is meant to keep the person mindful of their upcoming event and provide them with any necessary details. It should let them know that they'll get a final reminder the night before the event which will contain the link for them to "join the webinar" (provided, of course, that it IS a webinar).
Step 2: Email: "Event Reg: Reminder 2!"
Default Scheduling: You must decide and set this. Should be the night before the event.
Subject: Hey [First Name]! Don't forget, your webinar is tomorrow!
The Intent: This email is meant to remind 'em that their event is tomorrow and provide them with the link to "join the webinar".
Step 3: Rule: "If clicked the "Join Webinar" Link "Remove from "Event Reg: Reminder" Date Sequence" and subscribe to "Event Reg: Thanks for Attending"
Default Scheduling: You must decide and set this. Should be the night after the event.
The Intent: This rule is meant to remove them off the sequence if they attended the event and subscribe them to the "Event Reg: Thanks for Attending" sequence.
NOTE: You won't be able to create this rule in the sequence UNTIL you have first added the link within the email to 'join webinar'.
Note: Only OfficeAutopilot customers have access to rules, so if you are a Sendpepper user, you should remove step 4 so that people who DID attend do not get the "You missed it" email.
Step 4: Email: "Event Reg: You missed it!"
Default Scheduling: You must decide and set this. Should be right after the previous rule step.
Subject: Hey [First Name]! You missed the webinar!
The Intent: This email is meant to let 'em know they missed the event, inform them of how they can listen to the recording of the event, or sign up for the next live event.
The Sequence: "Event Reg: Thanks for Attending!" Step Sequence"
Step 1: Email: "Event Reg: Thanks for Attending!"
Default Scheduling: Day 0: Immediately
Subject: Hey [First Name]! Thanks for attending our ________________________ event!
The Intent: This email is meant to thank 'em for attending and give them any information of upcoming follow-up events they may want to attend, as well as any special promotions you're offering for your product or service.
FAQs
Some questions we've heard...
Why are these instructions so long and involved? I thought this was supposed to be done-for-me...
Great question! There's some necessary customizing and putting-together-of-pieces that must happen in order for the campaign to actually reflect YOUR business, your offers, and work in the way that you want. While this may seem like a lot, given it could take you a couple of hours to fully customize and "trick out" your version of this campaign (though it could take as little as 30 minutes), it would take you many many hours, not to mention design skills (or outsourcing), copywriting skills, and so fourth to create something of this depth and caliber from scratch. Or, if you're like a great many small business owners, it may never get done at all.
Relevant Links
Overview of Done-for-You Campaigns
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