T. |
+61 2 9908 5092 |
E. |
info@publiceye.com.au |
| |
|
PUBLICeye has been fantastic in making sure everything runs smoothly and they are always at the end of the phone or email if we have any questions 
Sarah Hurwitz, WHO Marketing |
| |
|
 | |
|
 |
|
Lexmark |
|
|
|
About Lexmark |
|
| |
|
 Lexmark International, Inc. is a leading developer, manufacturer and supplier of printing
solutions for offices and homes in more than 150 countries. Since the company was
launched in 1991, Lexmark International's commitment to innovation, ownership of
technology and unique path to market have been the ingredients of operational and
financial success. The corporation and its products have received nearly 2,000 awards
and industry accolades around the world.
The Challenge
Each year Lexmark Australia/New Zealand stages
a product launch road show for its Consumer and
Small Business channel resellers. In 2004 Lexmark
aimed to expand the road show to more cities
than previous years. The events were planned in
major cities across Australia and New Zealand
over about 8 weeks.
In previous years the process of inviting attendees
and receiving RSVP’s for each event has been a
very arduous task, with the process being largely
performed manually over the phone or by fax.
Lexmark was looking for a more streamlined,
resource effective solution that
was able to release some valuable internal
marketing resources to focus on the event
planning and execution rather than the invite
and RSVP process.
|
|
|
|
|
The Solution |
|
|
The WebMart Network proposed a solution
using PUBLICeye, our proprietary data collection
and analysis product combined with our email
marketing solution. For each event HTML invitations
were sent via email to the channel partners in
that state. From the email the partner could
register for the event via PUBLICeye. Lexmark were
able to set registration limits to ensure events
were not over subscribed.
Upon registering the attendee would within minutes
receive an email confirmation with a unique ‘ticket number’ and all the event details which
represented their ticket to the event. Two days prior
to the event a further personalised reminder email
was automatically sent to each attendee to reduce ‘no shows’.
Lexmark were able to monitor the registrations for
each event via the PUBLICeye extranet in real-time.
A PUBLICeye Survey was also created and sent to
every attendee after each event. Being an online
survey this feedback was delivered to Lexmark in
real time via the PUBLICeye extranet, allowing it
to be incorporated in the planning of future
events as part of the 2004 product launch.
|
|
Through the streamlining of the registration process
online, we improved attendance rates increased
attendee satisfaction and improved response rates to
our event feedback requests. We were able to get our
message to our audience quickly and efficiently,
while tracking responses in real time.
Scott Millington, Lexmark
The Results
The road show visited six cities and were
patronised by over 1200 channel partners during
the eight weeks, exceeding Lexmark’s targets.
Each event was refined and the content adjusted
based on the feedback received via the survey
from attendees in the previous city. By using
feedback received from attendees, Lexmark was
able to illustrate that the events were valued by
the channel, and as a result, additional budget
was secured to extend the road show to a further
two cities from the four originally planned.
The introduction of an online RSVP and feedback
solution proved to be far more efficient use of
resources for Lexmark, with additional events
able to be planned and executed with a shorter
turnaround time than was previously possible.
Lexmark received a higher RSVP rate from the
channel than in previous years and the response
rates to the feedback survey were greater than
expected with one in four attendees providing
their feedback online.
Attendee satisfaction with regard to the email
invitation, the registration process and the events
overall was very good with over 90% of
respondents rating this at ‘very good’ or better.
|
|
Client Feedback
Having the ability to listen to attendee feedback
in real-time allowed us to fine tune each event
based on feedback from the last event. This
added real value to our events and helped us
produce our best product road show to date,
while dramatically reducing the administrative
effort required to manage the process.
Scott Millington, Lexmark
“By using PUBLICeye to move the invite, RSVP
and feedback process online for our 2004
Product Launch road show events, Lexmark was
able host more events in a shorter space of time,
through smarter and more efficient use of our
internal resources.”
“Having the ability to listen to attendee feedback
in real-time allowed us to fine tune each event
based on feedback from the last event. This
added real value to our events and helped us
produce our best product road show to date,
while dramatically reducing the administrative
effort required to manage the process.”
“Through the streamlining of the registration
process online, we improved attendance rates
increased attendee satisfaction and improved
response rates to our event feedback requests.
We were able to get our message to our
audience quickly and efficiently, while tracking
responses in real-time.”
Scott Millington
National Sales & Marketing Manager
Consumer & Small Business Division
Lexmark Australia & NZ
|
|
|
|
|
|
|
