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Akash Malhotra Co-Founder and COO Eventable

How can marketers utilize calendar platforms to drive timely action?

Why calendars?

While capturing consumer interest and engagement is becoming increasingly difficult in today’s landscape, the calendar presents an exciting opportunity for brands to stand out from the crowd.

Calendars by their nature are a highly engaging medium. In fact, behavioral studies show that the average consumer is 86% more likely to take action if an event is in their calendar. With over 2.5 billion calendar users worldwide — more than any other desktop or mobile application — the potential reach is enormous. By engaging consumers through a medium they check an average of 10 times daily, brands can send timely promotions that drive action to a sale, sports game, workshop, and much more.

But how?

Enter Eventable. Our dynamic "add to calendar" button can be embedded anywhere and has already helped nearly two million consumers easily add a stream of events in just two clicks. We integrate with every native calendar platform — from Google Calendar and Outlook to even IBM Lotus.

Once a consumer adds the events to their calendar, we help you build a relationship and send ongoing, personalized communications. Through our patent-pending “smart events” technology, we’re able to bring state-of-the-art marketing functionality to an old platform. These include:

  • Dynamic Updates and Geo-targeting. Update content in the subscriber’s calendar in real-time based on their current location

  • Personalized Push Notifications. Utilize custom alerts to send reminders before an event or follow up afterwards.

  • Breakthrough Analytics. Learn which events are performing the best by tracking in-calendar opens, clicks, social shares, and more.

 In fact, behavioral studies show that the average consumer is 86% more likely to take action if an event is in their calendar.

Akash Malhotra, Co-Founder and COO, Eventable

Whether it’s driving foot traffic to a store, tune-in for a TV show, or pre-orders for a videogame, you can now leverage calendars to drive repeat engagement at specific times.

Why would customers add my brand to their calendar?

As you might’ve guessed, calendars aren’t your typical marketing channel. Unlike traditional media, where consumers are accustomed to seeing ads, calendars are a much more personal medium. If a consumer is adding your brand to their calendar, she is looking for content that will help her throughout the day.

One of our core values is ensuring that the events your customers receive in their calendar are tailored to their interests. With nearly a trillion data points on in-calendar engagement, our recommendation engine personalizes and dynamically updates your content for each individual consumer.

With Eventable, you can achieve amazing results while creating a fantastic user experience. Here are some of the successes we’ve seen:

  • Subscribers love the dynamic feed of events they add — there is a 99.6% average retention rate across all campaigns

  • While the average digital media click through rate is 0.1%, we saw over 11% of calendar subscribers click a link in the calendar event — a 100x improvement

  • 82% of subscribers view events on their mobile device, where they are most likely to engage

We’re just beginning to see the many ways in which the calendar is reshaping how brands and consumers interact. We created Eventable because we were fed up with “spray and pray” campaigns. We created a new marketing channel that does two things: 1. drive high engagement for brands and 2. ensure a customized experience for each consumer, while respecting their time.

To start a free trial today, visit www.eventable.com

Any questions? Send them over to akash AT eventable DOT com