As I mentioned in my previous post, I learned a few lessons at Ad:Tech this week. What I liked most about the event, however, was the precision with which they had permission marketing down to an art.
When I registered to attend Ad:Tech (for free), I was added to the list with updates about the upcoming conference, informing me about the free seminars and the scheduled programme. I could have ticked more boxes and received emails about advertising at the event or about the conference itself, but by giving me the choice, the Ad:Tech team ensured that I opted-in to receive the information I would actually find useful rather than annoying me with unsolicited emails.
Using my interest and my permission
At the conference itself, my interest (in all things advertising, marketing, technology) and my permission (to be contacted about suitable offers that may interest me as a marketing professional) was used in very inventive ways. From the moment I stepped into the exhibit hall at Olympia and printed out my attendee badge with a barcode (see above), my permission was being utilised on every step. A hostess at the entrance scanned my barcode to record I was there (and that it was only on Wednesday rather than on both days of the event). Every seminar I sat down for, someone would be scanning my badge just as any exhibitor I talked to would make sure to scan the barcode I wore around my neck.
Here’s why this rocks for the organisers and exhibitors:
- Both the organisers and the exhibitors are operating on a sound basis or assumption that if I attended the event (in my own free time), I’m interested in the topics/products/services that were being discussed or presented on the days.
- The organisers now know exactly which day (if not both) I showed up at the event and whether I was keen (the time of my arrival) or came just for an afternoon.
- They know exactly which seminars I chose to attend, giving them a very clear idea of what my specific interests in Ad:Tech were. Now they can email me with invitations to sessions and events that will cater specifically to what I’m looking for. (And I hope they do.)
- The exhibitors that I talked to and that scanned my badge now have not only my contact information in easily accessible form (in case my business card gets lost) but also have a full list of potential contacts that they talked to on the day.
- The exhibitors can email me with tailored offers if they get access to information about my interests as well.
What do you think? Is there anything they could have done even better? Did you mind having your badge scanned?