By Mary Tucker, Sr. PR/Communications Manager
In 2016, Feathr presented its Event Marketing Cloud business solution for consideration in the IAEE Individual Awards Program. Feathr’s Event Marketing Cloud encompasses marketing strategies addressing: analytics and segmentation; retargeting automation; cross promotion; email mapping; lookalike audiences; referral marketing; and sponsored retargeting.
One innovative quality that stood out about Event Marketing Cloud is the way in which it gathers the various marketing tools available into a single, user-friendly source. Furthermore, the strong presence Feathr has created within the exhibitions and events industry in a relatively short amount of time is impressive. As such, Feathr garnered the IAEE Outstanding Achievement in Innovation in Business Solutions Award for Event Marketing Cloud in 2016.
Co-Founder & CEO of Feathr, Aleksander Levental, shares with IAEE how the idea for Feathr came about, how he and Co-Founder Aidan Augustin approach their marketing solution concepts, and where he sees the future of the exhibitions and events industry moving in terms of technology.
PHOTO CAPTION: Awards presentation during the Networking Luncheon at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2016 in Anaheim, CA. From left to right: Representing the IAEE Awards Committee, Randy Bauler, CEM; Aleksander Levental; and IAEE President and CEO David DuBois, CMP, CAE, FASAE, CTA.
IAEE: As co-founders of Feathr, what inspired you and Aidan Augustin to create your digital marketing solution for the exhibitions and events industry?
ALEKSANDER: Aidan and I found ourselves in the event industry five years ago almost entirely by accident (which seems to be quite common in the industry). The dorm room startup that was Feathr morphed into a company that made mobile apps for events (think: DoubleDutch, Crowd Compass, Guidebook, etc.). And for two years while we tried to build that product and company, we started learning about how events run their business: how attendee acquisition and retention worked; the opportunities sponsors had to engage with attendees; and the sources of revenue that organizers have, etc. What we discovered was that there was an underlying problem causing these concerns inside our customers – and that underlying problem started to sound like an opportunity the more we looked into it.
Attendee acquisition, engagement with sponsors, matchmaking, content suggestion – effective execution of all of those activities – starts with storing and utilizing data. Data captured on the event website, marketing activity, registration process, surveys, mobile app, etc. That realization was the original inspiration for Feathr becoming a “digital marketing solution for the exhibitions and events industry.” But, really, digital marketing is just a piece of what we want to do. Ultimately, what we care about is helping organizers build high-growth, high-satisfaction and competitive events. Digital marketing was the first step.
IAEE: What are the marketing elements that you think all shows – big or small – absolutely cannot go without?
ALEKSANDER: Post-registration, pre-venue engagement. It is without a doubt the most important step of the marketing funnel and, unfortunately, the least developed one. As an industry, we talk about acquisition a lot: attendee acquisition, exhibitor acquisition, etc. While that is all well and good, customer acquisition at the expense of customer retention is ultimately a losing proposition. It’s critically important to take time and build tailored marketing activities designed to increase and maximize engagement with the show after someone has registered.
One of the primary drivers of this wave of tech and software revolution has been the understanding that recurring revenue and low churn can produce very valuable business very quickly. One of the main tools an organization has available to produce high retention, high NPS, satisfied customers, and reliable recurring revenue is personalized post-sale marketing and engagement. In the software world, this is referred to as “Customer Success.” If we spent all of our time and effort only focusing on new customer acquisition, the last two to three years for Feathr would have been much different. Unfortunately, we see our customers wanting to make that gamble all the time. We’re trying to coax ourselves, our customers, and the industry into focusing on post-registration marketing and engagement, so that we can get out of the cycle of having to dig out of an attendee acquisition hole every year.
IAEE: Feathr tailored its digital marketing tools specifically to the needs of event organizers. What feedback do you receive from organizers as being their biggest challenge?
ALEKSANDER: Time, resources, and the anxiety of choice. Across the entire spectrum of our customers – from the largest independent organizers to a small staff association – everyone we deal with is wearing multiple hats with many responsibilities. Combine that with organizational pressures to grow, launch new shows, create and sell new products, and incorporate new technology, and you end up with people (and companies) that are stretched too thin. Instead of investing time into foundational and long-term innovation, companies are forced to run 100 small experiments in parallel and make decisions without the clarity of thoughtful analysis
The most precious gift that an executive can give someone on their team isn’t budget, it’s room to focus.
IAEE: Given the rapid pace of technology, what advice would you offer those who may be intimidated by the task of staying current and/or investing in an effective solution for their needs?
ALEKSANDER: This is going to sound incredibly self-serving but it’s an idea that’s very near and dear to me: Make an organizational change in the philosophy of the business, and find people and partners that will help grow institutional knowledge and value within your organization. The answer isn’t any one specific piece of technology or service, it’s in embracing a process that’s built around growing, learning from mistakes and failures, and starting to be adaptive.
Resisting the urge to view this process as a series of unrelated decisions about software of technology is key. Even in our relatively short time in the industry, we’ve seen it so often. The entire organization gets stressed over the pressure to pick the correct ____ tool. There are months of research and deliberation that build up to what feels like a tremendously significant choice – then the company relaxes and waits for the next fire, only to find themselves in exactly the same position, with the same issues, now just looking to the next piece of software or technology to magically solve their problems.
IAEE: Being on the cutting edge of technology is your business. What new digital trends do you foresee for the exhibitions and events industry in particular?
ALEKSANDER: Over the next five years? Connecting data to the experience of the event itself. Where you go, what you see, and who you talk to will be driven by the data and analysis that organizers create well before the people show up at the venue. In retail they refer to this as “clienteling,” we’re going to need a clever name for our industry.
Beyond that? Augmented Reality is going to change everything about the world, events won’t be any different.
IAEE is accepting nominations for the 2017 Outstanding Achievement in Business Solutions Award! Click here to learn more about the IAEE Individual Awards and submit your nominations today!
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