Solved!
Established targeted outreach plans and contact engagement with consistent brand positioning.
Objective
Maximize customer engagement with optimized outreach to build sales.
Background
Contracted to build outreach and sales for boutique agency serving B2B clients in the cultural event programming space. Client strengths included extensive contact data base, proprietary high-profile programming, and substantial experience in category.
Plan
Test various outreach platforms, including social media, email campaigns, and individualized contact, comparing engagement metrics and narrowing focus to set promotional mix and develop 1:1 sales opportunities. Establish consistent brand and content offerings to bolster agency profile.
Results
- Strategic shift to steady email campaigns based outsized engagement vs all other methods.
- Yearly metric success growth, tracking significantly higher vs industry norms. Average email opens = 30% with single engagement/click stats as high as 80%.
- Bonus brand positioning as smart, savvy industry player and long-term event planning partner.
Notes
Slow build, multi-year cycle sales category. Event planning timeline = 18-24 month cycle; pre-planning and concept generation at least one year horizon before that.
