Slides

Dave: Welcome to our PropFuel client roundtable, where we dive into a specific topic to spark deeper thought. Megan, please share the slides. Today, we’re discussing event and conference engagement—an interesting use case for our conversational engagement methodology.

Let’s start by asking: Are you using PropFuel for event and conference engagement? Drop your thoughts in the chat. Traditionally, we send broadcast messages—announcements about upcoming events, registrations, etc. However, PropFuel’s value lies in understanding individual needs and serving them accordingly.

For instance, the American Gem Society once asked attendees if they planned to attend a cocktail party, helping them gauge attendance. Asking questions can trigger follow-ups, whether for registration, volunteering, or speaking opportunities. Now, with SMS capabilities, we have even more ways to engage. With that, I’ll turn it over to Megan.

Megan: Thanks, Dave! Today, we’ll discuss engagement at different event stages: pre-registration, post-registration, and on-site. Pre-registration engagement is about gathering feedback, gauging interest, and nurturing relationships.

The National Wellness Institute (NWI) asked members about key topics for their conference and potential keynote speakers, making them feel heard. Another example: A past client promoted three keynote speakers, asking which interested attendees most. Based on selections, they provided more details and encouraged registration.

A great PropFuel use case is soliciting proposals and abstracts. The California Speech-Language-Hearing Association simply asked, “Are you submitting a proposal?”—42% said yes. Similarly, the American Society for Microbiology received 1,100 affirmative responses for abstract submissions.

Dave: Check the chat—great insights! Lisa Marie mentioned that nearly half of their unsubscribed members re-engaged after a PropFuel notification. It’s a powerful tool for bringing people back.

Megan: Pre-event engagement also extends to sponsors and exhibitors. NWI asked members about their networking interests, which helped connect them with relevant vendors. GCUCNYC used PropFuel to send targeted welcome packages, reducing waste and enhancing engagement. Now, let’s move to registration campaigns.

Melissa: Great insights so far! Event registration campaigns can blend direct and indirect questions. Direct questions ask, “Would you like to register?” while indirect ones gather preferences, allowing tailored recommendations.

Michigan Association of CPAs successfully engaged past attendees with “You Were With Us” campaigns, prompting them to re-register. NIADA took it further by identifying why people weren’t attending—offering a secret discount code to those citing cost as a barrier. NWI used similar insights to introduce a virtual option for hesitant attendees, leading to a 63% opt-in rate.

Dave: Two registration issues frustrate me: First, why ask for my name and email again after emailing me directly? Second, unnecessary friction—registration should be seamless. We need to make it easier for attendees.

Melissa: Segmentation is key. Members and non-members receive slight variations in messaging to personalize outreach. Some organizations offer direct “Yes, register me” options, minimizing clicks. Reducing friction enhances participation.

Megan: Moving beyond registration, keeping attendees engaged is vital. Psychonomic Society asked, “What are you most looking forward to?”—connecting responses with relevant sessions. Digital Now reminded attendees to book their hotel rooms, while Non Dues-a-palooza cleverly included a cancellation option in their dietary restriction check-in.

Dave: We should discuss encouraging mobile app downloads. Many conferences struggle with adoption, and PropFuel can help.

Ashley: That ties into our SMS engagement segment. SMS is ideal for real-time event communication—attendees are more likely to check texts than emails. Opt-ins can be collected pre-event via email or on-site using a QR code.

Digital Now used SMS for key reminders, session announcements, and post-event feedback. One-to-one SMS allows direct attendee support, reducing the need for help desk inquiries.

Dave: I experienced great SMS engagement at a hotel—automated messages for recommendations, direct replies for requests. Something similar could improve conference support. Automating welcome texts could enhance the attendee experience.

Ashley: Exactly! SMS can be configured for mass updates and direct inquiries. If interested, reach out to your client success manager for setup.

Dave: SMS is an add-on, but it’s affordable and worth considering.

Ashley: Lastly, reusing campaign templates saves time. VMUG replicates event invites across different locations with minimal tweaks.

Dave: Any final questions? Also, what topics would you like us to cover next? Drop ideas in the chat. Josh, you mentioned cold emails—care to elaborate?

Josh: We want to refine cold outreach to associations and cut irrelevant content. PropFuel’s questioning method seems ideal.

Melissa: Great idea! We previously covered acquisition strategies—consider starting with an opt-in check-in to gauge interest before continuing outreach.

Dave: I’ve shared roundtable recordings in the chat, including one on acquisition. SMS engagement might also be worth a future deep dive.

Melissa: Surprise and delight campaigns are another great topic—AFA runs birthday check-ins, and others use themed engagement campaigns.

Dave: Any surprise-and-delight tactics in use? Share in the chat. Otherwise, that’s a wrap! Thanks, everyone. See you next month. Bye!

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