Home > Customer Success > Case Studies >
Case Study: a2z Seminar at ASAE
In 2000, a2z presented a live seminar, "How To Create Successful Online Trade Shows and Conferences," to association executives at ASAE’s Conference Center. Over 7,000 association execs received personalized invitations and yet, not-a-single-piece of promotional literature was printed, or mailed, to fill ASAE’s Theatre to capacity. Rather, the e-mail marketing component of a2z’s registration module was used to send personalized broadcast e-mail invitations, accept reservations online, and send e-confirmations, updates, and reminders.
The website related to this event has since transformed into Tech4Events.com. The seminar was recorded and digitized, and new content was added to the site in an effort to convert the one-time event into a year-round resource.
Benefits:
- Mailings were more timely, dependable and effective than bulk mail.
- Significantly less incoming and out-going long distance customer service calls.
- Automatic confirmations at little-or-no costs.
- Ability to send second and third follow-up mailers to increase attendance - at little-or-no-additional costs.
- Ability to send important last-minute reminders and updates, at-little-or-no costs.
| ESTIMATED COST SAVINGS |
|
|
Elimination of printing 7,000 pc. 4-color seminar brochure |
$3,500 |
|
Elimination of postage costs (bulk mail) |
$1,330 |
|
Minimal staff time (or mailing service outsource costs), to coordinate project including printer RFQ’s; design; printing; folding, stuffing, stamping and labeling brochures for mailing - estimated at 40 to 60 hours @ $15 per hour staff time |
$900 |
|
Online Registration, and elimination of printed or phone confirmations, and phone reminders: estimated reduction of 50% of one staffer’s time for 4-weeks = 80-hours @ $15 |
$1,200 |
|
Other |
TBD |
|
Total Estimated Savings |
$6,930 |
|
|
|
| ROI: |
|
| Estimated savings from above |
$6,930 |
| Less cost of a2z online registration program for 5 seminars |
($2,000) |
Minimum ROI for one seminar
(This amount would be added to the nearly $7,000 in seminar fees- a 71% increase in bottom line revenue for one seminar) |
$4,930 |