Put Your Events On The Map: Splash Now Integrates With Yext
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Written by Kevin Hubschmann

@esthermchung
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Put Your Events On The Map: Splash Now Integrates With Yext

November 1, 2017

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Put Your Events On The Map: Splash Now Integrates With Yext
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Written by Kevin Hubschmann

@kevin_hubs

Put Your Events On The Map: Splash Now Integrates With Yext

November 1, 2017

If you’re a retailer and you’re not thinking about localization and clienteling, you’re doing it wrong.


The retail experience still lives in the store, not online. Even with the rapid growth of e-commerce, a whopping 94% of total retail sales are still generated in brick and mortar stores. That’s why the best retail marketers are turning to in-store experiences to bring in foot traffic, and drive sales, brand awareness, and customer engagement.


But if you throw an event and no one knows about it, does it even matter?


Getting your events found just got a whole lot easier. With our Yext integration, you can ensure that your events are automatically seen not just by more people, but by the right people -- so you can drive RSVPs, increase attendance, and ultimately, boost transactions.



1. Community
Building and strengthening our members’ sense of belonging.

 
2. Engagement

Creating opportunities to deliver a complete Equinox experience to drive advocacy, retention, and acquisition.


3. Scale

Leveraging technology to manage, evolve, and expand our events strategy.


Using these 3 major tenets and a killer events program, Matt was able to get better customer engagement, less churn, and, ultimately, everyone’s goal -- more customers.


See how below:

Want your event to run as smoothly as a duck? Here are 5 best practices for reaching your highest door goals.

Put your in-store events front and center

With the Yext integration, you can get more relevant eyeballs on the events you throw by showcasing them alongside your business listings across Yext’s event publisher partners (100+ publisher network) based on highly localized and personalized data.


Think of Yext as a conduit from your events to your audience. When you create a new event in Splash, Yext will push that event to the right channels and right people.


With this integration, you can: 

‌• Easily promote your events to the right people. Sync event data from Splash to Yext automatically and in real-time to reach your consumers where they already are. List your events in Yext Listings, across third-party sites like Yahoo!, MapQuest, and more. Additionally, with Yext Pages, customers can promote their events in local event calendars.


‌• Boost event attendance, and in-store conversions. Bring those numbers up. Get more visibility by the right people, increase RSVPs and foster customer loyalty.


‌• Eliminate manual processes. No need to manually optimize your events, independently reach out to local websites, or tailor your own audience. This integration gives you that extra boost automatically, and all in one place.

 

Sell More, Faster: Our New Salesforce Marketing Cloud Integration 

When you have millions of customers, manual follow-up emails based on event engagement aren’t feasible for your business.


Our Salesforce Marketing Cloud integration enables you to automatically trigger email sends to mass mailing lists, and curate highly personalized experiences from first touch to sale. Map custom fields from Splash to SFMC, and have contacts automatically added to a specific campaign or global list -- send away to your mass customer base without lifting a finger.

I want it, how do I get it:

3. Scaling: Putting it All Together with Technology and Data

To get this integration, it’s simple. You need a Splash enterprise license and a Yext license. If you're a Splash user, you can leverage Yext's discoverability and reach technology. If you're a Yext user, you can leverage Splash's robust event management and marketing services (including beautiful event pages!).


For the actual integration, there’s no need for any development resources -- just a simple drag-and-drop.


Start taking your in-store events local. Talk to us and we can help get you started.

event roi dashboard

Want to know the pipeline created, accelerated, and closed by an event? It’s coming.

 

How about the opportunity in the room at every event? It’ll do that too.

 

Want to help your team understand how to prioritize their time at and after an event? You’ll soon be able to. It’s all coming in one platform and without any extra work.

I want it, tell me how to get it. Our ROI dashboard is in beta now for enterprise customers (ask your CSM for access). General availability in 2018.

These questions are just the beginning. See how Equinox built and scaled their marketing architecture in this exclusive video:


Want to integrate? Talk to us about how to take your events to the next level.

See how they built it:



Do you have what it takes to leverage event technology? Learn more from Matt Burton in this 20-minute video.

event-team-collaboration-app

Not only is it helpful to quickly solve any issues (and there are always issues), but it’s also helpful to communicate with your team inside the venue on the status of check-ins. Most importantly, alert your sales team that their VIP guests have arrived.

5. Dos-and-Donts for Not Breaking The Law: Keep Count Of Your Attendee Numbers

The last thing you want to think about is hitting capacity. Because hitting capacity for your event would be a good thing… right?


Unfortunately, not keeping track of the number of attendees, and subsequently, violating fire permit laws, is a common problem for many event planners. Avoid this by using an old-fashioned clicker or the Splash App using the “checked out” status -- that’s key for tracking who’s in and out of the space.


Pro tip: have the fire permit in hand and contract printed out. And have another person keep track of how it feels inside the event, whether it’s hot in the venue or too crowded.


A couple good questions to consider asking the venue manager about the space:


• How many people in the venue makes it feel full?

• How many people makes it feel empty?

• Where can lines form?
• How many people can be at the bar at a time? (A typical drink order takes about 2 minutes. Alleviate bar crowds by having cocktail waitresses holding pre-made drinks.)

Bonus Details:

Timing: Start Door Duty an Hour Before Event

Sure, attendees may arrive late. Sure, you may still be organizing right up until the last minute. But people will begin showing up 25 minutes after starting time, which means, security has to be ready for the flow of arrivals. Some people will also arrive early and if the door isn’t staffed, you don’t want these people sneaking in before it’s time.

Staff Up: The Golden 1:50 Ratio

To maintain organization, have a 1:50 ratio between the company and guests. This may vary based on how complex the on-site registration is.

Veterans know: there is no such thing as too many RSVPs

When I was a rookie planner, I remember being very nervous that there were too many RSVPs and the right people wouldn't get in.

 

As much as the experience at the door matters, remember: a packed event is a good thing. A very good thing. A line makes you look popular, and people don't really mind waiting (if it moves). Much worse than over crowding is UNDER crowding... no one likes an empty room.  And when someone on your team is stressing, tell them to chill. You got this.

Want to start tracking, measuring, proving, and collaborating? Talk to us about how to amp your event program.

 

Are you going to Dreamforce? We are too! Join us at Cloud Wine, the ultimate Dreamfest pre-party. Get into it on our Dreamforce party hub.

author

Kevin Hubschmann

Kevin is a Senior Brand Strategist at Splash and been with the company since its earliest days when he was an intern. Kevin is known around the office for his dance moves and karaoke skills - preferably done at the same time.

About the Author

Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways.

Getting your events found just got a whole lot easier.

See our guide on how integrated tools can help track your events.

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