Jennifer Yarber, Marketing Director for HD Expo, had a strong pulse on her event. She saw that the best performing acquisition channel was exhibitor referrals. But she could see that referrals still had plenty of room for improvement.
HD Expo’s referral program began as paper postcard invites, but now, a decade and half into the 21st century, people are not responding to direct mail as once before.
Not only that, traditional referral marketing programs are cumbersome for organizers to manage and a headache for exhibitors to use.
“Share these paper passes? Upload my valuable list of email addresses for you to email?” No thanks.
Jennifer needed a better way to generate referrals for HD expo.
“How do we remove friction to encourage exhibitors to invite their audiences to attend HD Expo? And, how do we track the path to attendee conversion?”
This was the essence of Jennifer's problem.