B2B event organiser UK-based Western Business Exhibitions (WBE) has confirmed it is to continue its partnership with event tech provider Gleanin for its 2019 events.
WBE was recently acquired by Nineteen Group and owns seven trade publications and runs 10 B2B events in the UK, concentrated in the health & safety, facilities, engineering and security industries.
In 2018 17% of all registrants to WBE events promoted their event attendance to their networks via Gleanin’s person-to-person email and social media invites and through social network sharing. These referrals generated over 7% of the total registration across the portfolio, the company says.
The partnership will see the Gleanin Connect platform rolling out across the entire WBE 2019 event portfolio, including The Health & Safety Event held at the NEC, Birmingham, and the recently launched The Security Event, powered by Security Essen.
James Mullender, Audience Manager at WBE, comments: “We have been working with Gleanin for a number of years and have seen a year-on-year growth in referrals for our visitor audiences.
“There is no denying the power of customer referrals, particularly within the close-knit communities we operate in. The Gleanin Connect platform is an integral part of our marketing campaigns and a real ‘no-brainer’ for our marketing teams.”
Tamar Beck, CEO at Gleanin adds: “We are thrilled to be working with the WBE team again for 2019.
“The high level of referrals we have seen speaks volumes about the high regard of the event brands by the industries that they serve. ln tight knit communities like these, the impact on the number of registrations generated is huge. We are looking forward to continuing our partnership with WBE and being part of their exciting future as they join Nineteen Group.”
Gleanin Connect is a module-based, referral marketing platform, designed to facilitate high-value, social connections across the event registration experience. The marketing tool is used on 600 exhibitions and events.