Example Reflection  - Marketing Events

Callenge   During a pandemic, our company was faced with the task of converting all marketing activities into  the format of online events and the specific task of the sales department is to ensure the attendance  of our clients at this event.     Application     What is?   1.first of all, we realized that some of our clients do not know how to use webinar platforms, having  studied the issue, we realized that most often these are clients over the age of 50, we divided clients  by age categories, realizing that participation in online events requires some skill in modern  applications.   2. we also highlighted the categories of clients who did not attend marketing events due to the lack  of the opportunity to be free at a specific time   3. there remained a category of participants who were not interested in attending events   4. we understood that in addition to our company, this activity is also being introduced by our  competitors and we must be different     What if?   1. We proposed the idea of short training videos for our clients: how to install an application on a  gadget, how to connect to a webinar   2. Our representatives, on a visit to a client, should instruct how to connect to a webinar   3. It must be possible to connect from any available gadget   4. To record data of participants, it is necessary to set a minimum request for data at the entrance to  the webinar, or during registration   5. It is necessary to conduct a survey of customers who have never attended marketing events, to  find out the root causes of the lack of interest   6. You need to find out the most interesting speakers for our customers, the start time and duration  of the webinar   7. Collect personal data of clients and consent to the processing of personal data to determine  through which communication channel it is necessary to invite a particular client   8. Create invitations that attract attention   9. For invitations in the messenger, use emoji and attention-grabbing phrases   10. Invitations must be sonified, adapted to the client's psychotype   11. Summary of the webinar, its task   12. Reminders to clients about the event a day, 30 minutes before the start     What wows?   1. Created short training videos   2. Algorithm of training by a company representative at a meeting with a client   3. Personal data collected for 80% of clients   4. Minimized required data set for registration   5. Created 2 types of invitations: for e-mail and instant messengers   6. On a visit to a client information about preferences by time, speaker, topic is recorded, a list of  events is created on request   7. Webinar recordings are sent to those who cannot connect at the specified time, but the webinar is  interesting   8. Feedback from webinar participants is promptly collected (what they liked so that wanted to hear  what topic would be more interesting)     What works?   1. We attracted 30% of our clients to events   2. An algorithm for collecting and providing feedback from our clients has been built to increase the  attractiveness of our events   3. New solutions are being searched to attract more customers through the above algorithm

Conclusion  Using a clear algorithm for asking questions helps to see the bigger picture, to find out the needs of  clients, what they face, what makes them accept or reject our invitations. Also find opportunities to  solve complex problems through brainstorming. Further, clearly formed algorithms of actions and  their continuous testing and improvement are required.

