The goal was to create and deliver an engaging reward platform to support the Westcon-Comstor Imagine event as it becomes an online virtual customer conference. The program had to be interactive and reward individuals who attend keynotes and webinars of the online event and for completing post event surveys. Points were to be redeemed from a range of rewards online, including the ability to donate to the Mental Health Foundation.
Due to Covid19 restrictions, Westcon-Comstor made the decision to move their Imagine event to a virtual event. This major event has been a staple in the New Zealand IT industry for the last decade. Westcon felt that it was more important than ever to still run the Imagine event, to support the IT channel and local economy during unprecedented times. However, hosting virtual events of this magnitude and in that environment created many unknown challenges to address. One of these challenges was to drive registrations and attendance on the day to ensure the speakers and content that had been created was delivered to the optimal audience. It was critical to Westcon to plan and host a virtual event that proved to be engaging, interactive and rewarding for their customers.
From the initial registration experience, an interactive online journey was created that allowed attendees to earn points for attending webinars during the day and for completing online post event surveys. As an added bonus, vendors were able to offer additional points for attendance at their webinar. Points earned at the event could then be redeemed online for a range of merchandise or gift card rewards. One of the highlights of the reward catalogue was the ability to redeem points for a donation to the Mental Health Foundation of New Zealand.
The over arching design was built off the existing Westcon Imagine design. This was seamlessly incorporated into the new event platform.
Close to 700 activated accounts and an 87% attendance rate compared to the industry standard of just 43%. Overall email open rates with registered members was 46% with a click to open rate of 57%. Following the virtual event, 89% of attendees redeemed a reward and nearly 200 donations were made to the Mental Health Foundation through the Imagine 2020 Virtual Event.
The result of including the loyalty program to support attendance and engagement of the virtual event proved to be incredibly positive for Westcon and for the 89% of attendees who received a reward of their choice, along with the added halo effect through enabling the support of a local charity.