How EVE helped to gather 5,237 people for InterCharm2017 in 3 days
Key Facts:
- Industry: Events, Exhibitions Organization
- Application: Marketing Automation
- Company: Premier Expo, ITE Group Plc representative in Ukraine
- Deployment: 3 days
Business Challenge
ITE Group Plc in Ukraine is represented by Premier Expo, the Ukrainian market leader in organising international trade exhibitions and conferences. Premier Expo сompany organizes a beauty exhibition “InterCharm” every year. Since 2005 it has been the largest beauty exhibition in Ukraine with over 50,000 attendees annually.
To get the maximum exposure for the event, the marketers tried various marketing tools and initiatives from big boards to chatbots. There was not a perfect solution to solve 2 main challenges: get the maximum event registrations and lower the cost-per-lead (CPL).
Solution
The company opened the door for AI-powered robot called EVE. EVE was tasked to call visitors from the previous exhibitions and invite them to the upcoming event. She called 55,000 database contacts and reached 41,367 people. The robot qualified leads during the call, recognized interest and sent SMS with registration link and promo codes afterwards.
Both marketing objectives were met. Over 55,000 people visited InterCharm 2017 beauty exhibition in Ukraine, 9% attended after receiving a call from EVE. With EVE the cost-per-lead (CPL) decreased 15x times generating the highest ROI over 12 years of companies operations in Ukraine market. Premier Expo referred EVE as effective solution to its partners. The next month EVE already worked for 7 various exhibitions.
Success by Numbers
- 5,237 event registrations generated in 3 days with EVE vs 500 registrations in 2 weeks using previous solution, call center employing live agents
- 75% call reach rate and 13% conversion into event registrations
- 9% of InterCharm 2017 exhibition visitors were gathered by EVE
- Integrating EVE into marketing helped to decrease cost-per-lead from $6 to $0.4
- 200 people were replaced by one EVE