Marketing Master? or just hitting that send button?

Last week, we had our five minutes of fame on stage at the Marigold Buzz Awards. I know what you’re thinking, just five minutes? How could we possibly make a meaningful impact in such a short time?

The answer: We practiced what we preach. We put our marketing automation expertise to the test and created an experience that was interactive, insightful, and fun.

How Do You Capture and Keep Attention?

With a room full of marketing professionals—our ideal audience—we asked ourselves: should we showcase our best-in-class use cases? Or asking question and answers by the raise-your-hand principle

• Sure, that’s valuable. It might spark interest, bring people to our booth, and generate some word-of-mouth buzz.
• But is it tangible enough? Not really.

So, we took it one step further. What always works to get people involved?
Prizes. But not just any prizes – something valuable for both the participants and us as a business.

And engagement is key, and one way to get people invested is through something familiar and relatable.

• Trump?? to political
• The Matrix?? to techy
• Friends?? mmmmm that could work.. How can we bring this series into the equasion?

So, we turned the Friends theme into a Marketing Automation Maturity Model:

• Joey: The marketing newbie.
• Phoebe: Doing some automation, but not fully structured.
• Chandler: Solid marketing automation, but room to grow.
• Monica: The expert, running a tight, data-driven ship.

The Interactive Marketing Automation Quiz

Armed with this concept, we built a Marketing Automation Maturity Survey.

The survey itself was designed to be interactive and seamlessy integrated with our website and design. It consisted of 5 simple question concerning segmentation, personalisation, how many channels you are using, measurement and leadscoring.

With room of about 160 people, we had 110 contest contenders.
Which is a 70% participant rate, for us this was a huge eye opener.

If we then take a look and how the profiles or quiz scores are divided on the whole quiz we see the following results.

Our Joey persona was a person who scored between 1 and 6 points on the whole quiz,
Phoebe was from 7 – 12 points,
Chandler from 13 – 16 points,
and Monica was more than 17 points.

We had 9 Joeys, 48 Phoebes, 37 Chandlers and 16 Monicas in our very interactive crowd.

For us, this was an eye-opening experiment on how a short stage appearance can create a lasting meaningfull  impact.

So, next time you plan a presentation, ask yourself: Are you a Marketing Master or just hitting Send?

Interested in more?

Contact us