Marriott came up with an idea to improve its marketing strategy to bring more local locals to its restaurants in Bangkok. Think Orion, which is a leading event marketing consultant, was brought on to execute the marketing & lead generation efforts for this event. We ran a time-sensitive campaign with an event less than 6 weeks away. The main challenges involved getting a website up and running within a couple of days, choosing which channels would be most effective in getting results fast, and making sure that people actually showed up on the day of the event.
When dealing with short timeliness, the execution needs to be swift and effective. Within a couple of short & sweet meetings with Marriott's marketing team, We drafted an overall marketing strategy including targeting, lead capture, nurturing based on demographic choices and the product's nature. An actionable list of items followed this, and we were underway.We believed a more visual and social approach to marketing was the way to go. Enter Facebook, Instagram, and Email Marketing.
Key success factors include:
- Create enticing graphics and videos to portray the look & feel of the food festival
- Use social platforms (Facebook and Instagram) as a tool to get the word out to relevant foodies and attendees at SCALE!
- Leverage email marketing automation over a span of 4 weeks to nurture and convince potential attendees about the benefits of attending the event.
A three day jam packed event, smiling attendees and organizers. 4200 confirmed leads that showed interest over several touch points. Decrease of 400% for CPL compared to the last event. Far exceeding expectations for attendees & thus resulting in the birth of 2 more events that year.