Case Study: How Intermodal Europe Used InGo to Grow Their Net-New Attendee Numbers

Client:?Informa Markets EMEA

Industry:?Intermodal and Container Transport

Event:?Intermodal Europe,?Europe's leading event for the intermodal and container transport industry

Organizer:?Informa Markets Maritime

Location:?Europe

Attendees:?Global community of container shipping and intermodal transport leaders

Challenge Intermodal Europe aimed to increase their net-new attendee numbers for their 2023 event. Despite being the premier event in the industry, they faced challenges in reaching and engaging new audiences, driving organic growth through referrals, and maximizing the impact of their marketing efforts. Traditional marketing strategies were no longer enough to capture the attention of their target audience in a crowded event landscape.

Key Challenges/Impact

• Engagement: Traditional marketing efforts struggled to create the level of engagement needed to attract new attendees.
• Referral Growth: There was a need to leverage existing attendees to generate organic growth through referrals.
• Resource Allocation: Limited resources necessitated a solution that could deliver high-impact results without significant additional investment in budget or time.
• Event Awareness: Increasing event awareness and attendee numbers in a highly competitive industry.

Solution Enter InGo. Intermodal Europe partnered with InGo, to enhance their event marketing strategy. The implementation included:

1. InGo Email Integration: Personalized, branded graphics were integrated into all event-related emails, encouraging recipients to share the event within their networks.
2. Referral Marketing Activation: Attendees were empowered to share personalized posts with just one click, amplifying event visibility through organic social sharing.
3. On-Site Activation: InGo’s platform was fully integrated into the registration process, ensuring that referral marketing was active from the moment registration went live.
4. Staggered Campaigns: A strategically timed series of communications and updates were rolled out in the months leading up to the event to maintain engagement and maximize referral potential.

Results

• Significant Growth: InGo drove non-email acquisitions, significantly increasing net-new attendee numbers.
• High Engagement: 28% of participants shared a personalized post through InGo, resulting in 32,174 referral clicks and 964 posted personal referrals.
• Benchmark Outperformance: Intermodal Europe achieved a 10X benchmark performance with an adoption rate of 28% and a referral click rate of 7.7 per participant, compared to an industry baseline of 0.6.
• Increased Awareness: The personalized and organic nature of the referrals led to higher-quality leads, better prospects, and improved ROI.

Client Perspective Intermodal Europe’s leadership credited InGo’s innovative referral marketing platform with not only increasing their net-new attendee numbers but also deepening their connection with their audience. The ability to easily share personalized content created a sense of community and excitement around the event, driving meaningful interactions.

Client Testimonials "Intermodal Europe continues to be the premier destination for the intermodal and container transport industry. The integration of InGo into our marketing strategy helped us connect with our audience on a deeper level, fostering meaningful interactions and driving tangible results." — Suzanne Tiago , Head of Marketing, Informa Maritime

"InGo played a crucial role in driving engagement and participation for Intermodal Europe 2023. The personalized social sharing features empowered our attendees to spread the word effortlessly, resulting in significant click acquisitions and a high ROI." — Sue Penfold , Marketing Lead, Informa Maritime

InGo Insight "Referrals are invaluable for event marketing. They lead to better leads, better prospects, and higher close rates. Embrace referral marketing early and integrate it fully into your event strategy. It’s in our nature to share opinions and experiences, and this creates value for everyone involved." — Michael B. , CEO, InGo