Webmecanik automates the marketing of its annual event

Mathilde Grange

“inwink is a comprehensive platform which is really easy to handle, in particular thanks to the availability and reactivity of their team. The platform made it easy for us to manage our AutomationDay event from start to finish, from the orchestration of the content to the management of registrations, and the tracking of attendance.”

Mathilde Grange, AutomationDay Organizer and Coordinator, Webmecanik


Automation day 2019

Webmecanik is the publisher of a SaaS Marketing Automation software solution. It has been hosting the “AutomationDay” event since 2018. This is a one-of-a-kind event in France where best practices and experiences in inbound marketing and marketing automation are shared.
For its second edition, the event welcomed 300 marketing automation professionals and users in Lyon.
Here is what Mathilde Grange and Johan Buchert, Marketing Managers at Webmecanik and AutomationDay organizers, can share on the event’s marketing goals.

Marketing of the event before, during, and after the operation

For Webmecanik, this kind of event is an opportunity to share its know-how and experience on the subject of Marketing Automation. On the one hand, by gathering its customers and technological partners, and on the other hand, by showcasing business issues through customers feedbacks and partners testimonies.
For this AutomationDay’ 2019 edition, the Webmecanik organizing team leveraged three levers.
Event website: it is the cornerstone of communication actions : presentation of the new visual identity, description of the event, announcement of speakers, showcasing of partners, registration of participants, pre-registration to workshops, and so on. This is all about showcasing the content which evolves as the event is getting closer and offering a convenient reading of the program.
Richness of content: the program of the day is structured around high points related to conferences, workshops, break-ups, and side meetings. In the inwink Back-Office, the team manages the planning of over 30 sessions, adjusts the layout, and edits associated contents. Every session is presented with a description page, linked to a room, a time slot, and one or several speaker(s)/partner(s).
Promotion strategy: this is a paid event, and registration is handled with an online ticketing feature. Because access to the event is limited, quotas have been defined for each type of tickets. Partners contributed to a large extent to the recruiting of participants through invitation codes and discount codes. This set-up enabled to reach a broad base of every partner’s audiences. Discount codes and recruiting campaigns are managed in the inwink Back-Office.

Tracking of attendance on event day and post-event analysis

In order to measure the attendance to the event, the organizing team set up an onsite data collection schema. For this edition, the organizing wanted to measure the attendance data in real-time and analyze it right at the end of the operation.
Check-in of registrants: for a fast check-in of attendees, the event team chose participant badges with a QR Code. Participants’ badges were scanned upon arrival at the entrance of the venue. Statistics were closely tracked to identify arrival peaks at different times of the day. These data will be analyzed to prepare the next edition.
Workshop management: a total number of 28 workshops were conducted by AutomationDay partners. These workshops, which take place over a half-day, are played at the same time in 8 different rooms. Online pre-registration to workshops enabled to anticipate the allocation of rooms and to define the number of seats for every workshop. On event day, a session scanning set-up enabled partners to collect the list of attendees in their respective sessions, and the event team to precisely track attendance at every workshop.
Event reporting: attendance data are synchronized in real-time in inwink and available on the event dashboard. At any time, the tracking of key indicators enables to measure the performance of the operation: total number of registrants, total number of tickets sold, attendance ratio, participation per category, workshop pre-registrations, and so on. At the close of the event, these valuable data are analyzed for an assessment of the event, a thank-you email to participants, and reporting to partners.