The Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC), organised by dmg::events, Global Energy, took advantage of the seamless integration on InGo Partner Info Salons Group. Download the Case Study to see the full results, including how they used an InGo Advocate Marketing campaign to generate over a million social impressions and engagements.
Info Salons Middle East & Turkey and ADIPEC Shortlisted by Middle East Event Awards for Use of InGo
InGo would like to congratulate our partner, Info Salons Group and customer, dmg::events, Global Energy, on being shortlisted for the 2016 Middle East Event Awards, for their use of InGo on the Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC.) These innovative companies teamed up to seamlessly integrate InGo on the Info Salons platform to run a full Advocate Marketing campaign for ADIPEC, which resulted in over a million social impressions and engagements and contributing to its status as one of the most important and influential oil and gas events in the world.
“Though this is the ninth time we’ve been recognized by industry expert award panels, this is the sweetest win,” said Richard Sarbutts, Managing Director - EMEA. “It is very gratifying for our product to be recognized, but it is even more rewarding for it to be recognized because it had an impact our customer’s business. These companies have been innovation leaders in the industry and their results show it.”
Congratulations to Info Salons Group and dmg::events, on both their business successes and this industry recognition!
Interested in how InGo can grow your event?
by Steve O'Keefe, COO, InGo
Gone are the days when marketing was just about designing beautiful mailers, billboards and memorable TV ads. The digital age has created amazing new technologies for marketers and along with it, a need for marketers to work seamlessly with IT departments. A recent Harvard Business Review piece posits that there is a gap between marketing and IT executives, who “often don’t speak the same language or understand each other’s goals or roadmaps. One of the common divides is that the former is focused on adopting the latest technologies, while the latter is focused on governance, security, and enterprise architecture.”
We’ve seen this gap first hand as innovative event marketing managers get excited about the value of Advocate Marketing but run into “Wormtongue” in their tech advisor. Grima Wormtongue, for those of you have forgotten or are unfamiliar with “The Lord the Rings” trilogy, was the chief advisor to King Théoden of Rohan but, in fact, played on the fears of the King and his family to enfeeble them. Fortunately, in Tolkien’s story, the wizard Gandalf frees the bewitched Théoden, who then condemns Wormtongue, “Your leechcraft ere long would have had me walking on all fours like a beast.”
This scene comes to mind whenever I meet creatives surrounded by tech advisors who, via similar stratagems hinder and damage the creatives’ efforts to expand their offering, grow their businesses, and serve their customers. Although this is not restricted to the marketing industry, the marketing managers’ intense focus on their customers can make them prey to these Wormtongues. In most cases, you have a savvy marketing manager who is not going to be cowed into a cage, but fear is a powerful force. Let me give you a couple examples.
Case #1 - “On All Fours”
InGo provides advocate marketing. A prospective customer has a fairly large professional event (30-40K attendees) which is a perennial industry favorite and very profitable. Like many shows, their traditional marketing efforts have been delivering fewer and fewer new attendees and the show had declined a few percentage points the last couple years. We were excited to, and supremely confident that we could, turn this trend around. But then we hear the following in the kick-off meeting with marketing manager’s tech advisors:
Wormtongue: Social sign-on will drive people away. Do you want the show to decline more?
Ahh, Wormtongue at his best, preying on the fears that a new technology will be too risky and hurt their attendance building efforts. Our response (after wondering why the tech team was pontificating on marketing,) was that everyone is on social. (Is this news to anyone?) When’s the last time you’ve gone to a modern website and not seen social sign-on? Furthermore, we can show you as much data as you can handle on social having higher conversion rates by far.
Wormtongue: Our database requires us to have one and only one email per attendee. We won’t let the social data ruin our database.
Classic, preying on the fear that the technology the marketing manager relies on will not work properly if they try to add anything to it. We suggest the problem, if it is one, can be handled with a normal database lookup. However, there is a bigger gap here than most because what the tech advisor is lobbying for is to give preference to have old, out of date data and emails, instead of having guaranteed, multiple accurate ones.
Sadly, in this case, the creative listened and fear of having to find a new tech provider won. We’ve been down this road before. Eventually, the results will get bad enough at enough shows that the creatives or their replacements will revolt and demand a flexible platform provider, but for now fear is holding sway.
Case #2 – Trusted Advisor
Info Salons is of one InGo’s partners and their Managing Director Middle East is Wilbert Heijmans. He is the perfect advisor and his customers, the largest and most prestigious shows in the region, love him for it. Wilbert knows his customers’ success depend on innovation and he is always looking for ways to bring it to them. Wilbert and his team are continuously researching and evaluating technology, especially award winners. Wilbert proactively reached out to InGo so he and his team could understand and evaluate the solution. By the time we did dmg::events’ ADIPEC together (now one of the most important and influential oil and gas events in the world!), his team's’ implementation of InGo was almost a “one-click” solution across 5 languages. As the customers in the region say to us, “He knows advocate marketing as well as you do.”
If you have a Wormtongue in your life, find a Gandalf or a Wilbert to liberate you before it's too late.
Middle East sets the Pace for Advocate Marketing Impact
London, UK/ Dubai, UAE - (29 March 2016) - InGo, partnering with Info Salons Group, a leading event technology company for registration and attendee database management, announced today some of the results of their partnership in the Middle East. Combining Info Salons Group expertise in the Middle East and InGo’s industry-leading advocate marketing platform, the partnership has resulted in the growth of some of the biggest events in the region.
With 88% of the Middle East’s online population using social media daily, primarily on Facebook, Twitter and LinkedIn, attendees have engaged in social advocacy through the InGo platform in record numbers. One show in particular captures this phenomenon quite well. The Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC), organised by dmg::events, Global Energy, took advantage of the seamless InGo integration on Info Salons to run a full Advocate Marketing campaign, resulting in over a million social impressions and engagements and contributing to its status as one of the most important and influential oil and gas events in the world.
“We saw thousands of our attendees organically sharing about our event and inviting their friends and colleagues to join them,” said Nour Soliman, Senior Marketing Manager at dmg::events ME, the organiser of ADIPEC. “The result was amazing attendee growth and engagement and we are looking forward to a repeat performance in 2016.”
InGo and Info Salons are currently live on several other events in the region which are also showing the same great performance in all categories - social engagement, growth, and cost per acquisition.
“The Middle East trade show market has been growing strongly over the past years and will continue to do so,” said Wilbert Heijmans, Managing Director Middle East at Info Salons Group. “The UAE has one of the highest smart phone usages in the world and people in the Middle East are very social media savvy and therefore the partnership between InGo and Info Salons adds great value to our clients.”
About Info Salons Group - Info Salons Group is the leading event technology company for registration and attendee database management. Operating from offices in Sydney, Shanghai, Hong Kong, Dubai & Istanbul with over 20 years of experience delivering custom built applications that enhance business events.
About InGo – InGo is a social media event marketing company that empowers event organizers and attendees. InGo serves the largest event companies in the world, providing event marketing solutions for varied industries such as tech, fashion, construction, media, film and more across the globe. It has been in business since 2013 and has served over 500 events on six continents. Discover how InGo can grow your event at http://regdemo.ingo.me.
About ADIPEC – Supported by the UAE Ministry of Energy and the Abu Dhabi Chamber of Commerce, ADIPEC invites the oil and gas global community to an extensive showcase of oil and gas technology over an incredible 130,000+ sqm of exhibition space that is host to 23 national country pavilions, 30 regional and international IOCs & NOCs, an exclusive VIP club and a record breaking 8,000+ conference delegate programme.
Kristina Mirus, Marketing Associate, at email@example.com, or +1 (877) 972-7891 ext. 3
InGo Now Supports 10 Languages
ARLINGTON, VA/LONDON, UK - (December 15, 2015) InGo, the socially smart Advocate Marketing platform growing events all over the world, announced today it has added language capacity for Arabic and Mandarin in response to global demand. Combined with its recent addition of Dutch and Portuguese, InGo is now available in ten global languages.
InGo and Certified Partner Info Salons Group are working together to drive the addition of Mandarin, the world’s most spoken language with more than a billion speakers, and expand InGo’s reach into China with customers such as dmg:events, Informa Exhibitions, Reed Exhibitions, and UBM. Already live and enabling Advocates, the addition of Arabic allows InGo to expand the audience for events in the Middle East.
“We are so pleased to be a part of bringing this cutting edge tool to Greater Asia,” said Jo-Anne Kelleway, CEO of Info Salons Group. “These language additions allow us to bring the power of Advocate Marketing to organizers and attendees around the globe.”
“I’m really proud of our team of developers and delivery specialists, who are constantly working to push forward innovation in the industry and within our offerings,” said Michael Barnett, CEO of InGo. “Already serving events on every inhabited continent, we look forward to the day when InGo will support every major global language.”
About Info Salons Group- Info Salons Group is the leading event technology company for registration and attendee database management. Operating from offices in Sydney, Shanghai, Hong Kong, Dubai & Istanbul with over 20 years of experience delivering custom built applications that enhance business events.
About InGo – InGo is a social media Advocate Marketing company that grows events by empowering organizers and attendees. With offices in the US, UK and Italy and partners on six continents, InGo serves the largest event companies in the world such as Reed Exhibitions, Emerald Expositions, Fiera Milano and UBM. InGo provides event marketing solutions for varied industries such as tech, fashion, construction, media, film and more across the globe. It has been in business since 2013 and has served over 350 events on six continents. Discover how InGo can grow your event at http://regdemo.ingo.me.
Kristina Mirus at firstname.lastname@example.org or +1 (877) 972-7891 ext. 3