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AT&T Automates Key Marketing Processes for
Customer Appreciation Events
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Problem |
AT&T’s Southwest Region hosts 18 customer appreciation events from May
through November each year. The company needed to:
− expedite key marketing processes, from registration to follow-up to lead generation
− give vendors more exposure before and after the events
− generate hot leads and free salespeople's time to follow
up on them.
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| Solutions |
Cross Media created 36 computer-based registration sites for AT&T. In
each city, there were two registration sites that could be used by customers,
employees and vendors. In addition, Cross Media managed data specifying
which people registered for and attended the events, as well as which people did not.
Cross Media also managed an online post-show survey to collect feedback
from attendees. An opt-in question in the survey allowed attendees to
request additional information from vendors. These requests then were
fulfilled by Cross Media.
Finally, Cross Media handled thank you cards, printing of all collateral
materials, name badges, bags, trinkets and door prizes.
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Results |
About 3,600 people attended the events, for an average of 200 per city. This
was an astonishing 50 percent response rate from the approximately 7,000
invitations sent for AT&T.
Because Cross Media automated the follow-up process, AT&T's sales force
had more time to focus on hot leads. In addition, vendors were given
ongoing visibility and top-of-mind awareness.
Best of all, AT&T's partners paid for the marketing program. Why? Because
they received such great visibility during the show, as well as in pre- and
post-show follow-up. |
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AT&T Customer Appreciation Events
AT&T's Southwest Region hosts 18 customer appreciation |
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read more |
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