Case Study: How we effectively managed registrations and communications for Forever Bambù webinars through marketing automation

Forever Bambù is an Italian company that, since 2014, has been reclaiming abandoned land and transforming it into giant bamboo forests, a plant with numerous environmental benefits. In addition to cultivating bamboo, the company has developed a series of projects related to sustainability over the years. Among these is the training course to become a Carbon Manager, a new and increasingly sought-after professional figure responsible for accompanying companies on their green transition path.

Turbo Crowd for Forever Bambù: the customer's request

To present and promote its ‘Carbon Manager’ course, Forever Bambù decided to organize a series of Live workshops (webinars) on Zoom, differentiating them according to the three different audiences — companies, professionals and promoters — to convert participants into subscribers.

The Turbo Crowd team managed workshop registrations and post-registration communications for Forever Bambù. 

Specifically, Forever Bambù's request involved developing a system to have users register for workshops on different dates and send them a series of emails and WhatsApp messages at different times (before and after attending the workshop), based on specific conditions.

The challenge

For Turbo Crowd, the activity presented the following critical issues:

• the large amount of data of members to be managed;
• the presence of numerous variables against which to channel data and shape communication flows;
• the need to rely on the tools already in use by the customer and to make them talk to each other effectively.

In particular, one of the major difficulties related to the client's request was that there were different dates for the workshops and that the meetings were dedicated to different audiences. Therefore, it was not simply a matter of getting all interested users to register for a single webinar, but of managing and splitting the registrations over multiple (and differentiated by target audience) events.

Another complication concerned the constraints determined by the GDPR consents that could be provided (or not) by users during registration. In fact, when filling out the workshop registration form (fig. 1), the user had the option of ticking three different boxes: depending on the number of boxes ticked, the type of communications that could be sent to users changed.

The solution

Activities implemented and tools used

• Creation of three diversified landing pages for any target audience with WordPress/Elementor
• Setting up auser-differentiated email automation system with ActiveCampaign
• Sending WhatsApp messages with Ultra MSG
• Connecting the various instruments with each other with Make

Please note: we decided to use these particular tools as they were the ones already in use by Forever Bamboo. The need to rely on these tools influenced the way Turbo Crowd responded to the client's request. What we present is therefore not the only possible solution, but the one that proved to be most effective on the basis of these premises.

Let's see the different steps in detail.

Landing page and registration form

Firstly, the Turbo Crowd team createddedicated landing pages with WordPress, i.e., web pages specifically designed to register for workshops.

A total of three landing pages were created, one for each audience category (companies, consultants and promoters).

Within each landing were:

• information on the workshop and the figure of the Carbon Manager;
• a form to be filled in to register for the workshop (a prerequisite for participation), which required the user to enter his or her name, surname, email and telephone number, and the choice of consents to be given.

Users could arrive on the landing page by different routes (social adv, referral activities, etc.), depending on the group they belonged to. Here, however, we do not examine the activities carried out to bring users to the sign-up page, but deal exclusively with the post-registration marketing automation process.

Email automation

Once on the landing page, at the specific request of the customer, the user was to be given the option of registering only for the webinar closest in time, without even being able to see any subsequent dates.

The Turbo Crowd team then created a System that, based on when the form was filled out (date and time), would allow the user to be automatically assigned to the correct wokshop (the one, precisely, closest in time).

The system worked like this:

1. The user filled in the form and chose which consents to provide;
2. Their data were transferred to ActiveCampaign (via Make);
3. Users were channelled into different marketing automation paths (fig. 3) based on two parameters: the date of registration and the GDPR consents provided.

Parameter 1: date of form completion

Depending on the date and time of registration, the user was assigned to a different webinar (the one closest in chronological order) and could therefore only receive communications relating to that specific date.

Parameter 2: GDPR consents

As we saw above, during registration the user had the option of providing or not providing three types of consents:

• acceptance of the Privacy Policy (mandatory);

• authorization to process personal data (optional);
• authorization to use the data for marketing purposes (optional). 

Depending on the number of consents given, different scenarios were created.

Scenario 1: the user only ticked the first box

Participants who only checked the first box during registration received a single email that confirmed their registration, told them when the webinar was happening, and gave them a link to join. 

Thanks to the use of dynamic fields (fig. 5), the date and participation link were automatically differentiated according to the workshop the recipient was enrolled in, without the need to create multiple emails for different events.

Scenario 2: the user also ticked the second and third boxes

Participants who had ticked all three boxes during registration, thus giving their consent to their personal data being processed and used for marketing purposes, received, in addition to the first confirmation email, a series of messages on WhatsApp.

WhatsApp messages

The last step of the system set up by Turbo Crowd involved sending WhatsApp messages to certain categories of users (those who, as explained before, had ticked all three GDPR boxes).

Specifically, three types of messages were sent at three different times:

• 1st message (immediately after filling out the form): confirmation of webinar registration and sending of link to join;
• 2nd message (at the beginning of the webinar): notice that the webinar has started and sending of the link to join;
• 3rd message (2 hours after the webinar, ONLY for those who had also ticked the third box): sending of a discount code valid within the next 48 hours to register for the course.

The tool to be used for sending the messages was Ultra MSG. It was then necessary to transfer the data from ActiveCampaign to the latter: a task that was always performed via Make (fig. 6).

The results

The activities implemented by Turbo Crowd enabled Forever Bambù to achieve the following results:

• Wide participation: on average, 47% of the users who had registered by filling in the form attended the workshops;

• Effective emails: reminder emails consistently recorded an open rate of over 41%, with a peak of 59% for the first email sent;
• Message reception: 597 WhatsApp messages have been successfully sent.

Conclusion

Turbo Crowd was a key factor in the success of Forever Bambù's ‘Carbon Manager’ workshops. Thanks to the efficient management of registrations and post-registration communications, the company was able to achieve a large attendance at its events. 

The main strengths of Turbo Crowd's solution were:

• The effective use of the tools provided by the company — WordPress, ActiveCampaign and Ultra MSG — and their integration through Make;
• The automation of processes has made it possible to overcome the obstacles related to the presence of numerous variables and conditions.