twentythree

How TwentyThree uses events to strengthen their brand

Events are central to TwentyThree's marketing strategy, deployed throughout the entire marketing funnel — from awareness and positioning to conversion and, most importantly, customer engagement. Their event portfolio includes the annual TwentyThree Summit, smaller touring "Frame" events across Europe, and webinar series. 

A strong focus on branding

When hosting events, TwentyThree is all about branding, and they make sure everything their participants touches "is TwentyThree".

Here at TwentyThree, we care deeply about branding, and it's very important to us. We invest a lot in developing our brand identity and making sure that's visible in everything that we do. At the TwentyThree Summit, our designer has spent hours on making sure that every single touchpoint is branded—not just everything physical, but also the intangible. What music you want to play, what vibe you want to create, which human emotions you want to display. 

Choosing the right event registration solution

While features like the HubSpot-integration and branding customization were really important, Amelia reveals what really sealed the decision:

The real part of why we chose to go with Checkin was because of the Checkin team. We felt like we have a real relationship with you guys. We see eye to eye, and if we come across any issues, you guys are nice people and we trust that you'll do your very best to help us out. And I think at the end of the day, that was probably more important than any feature.

These are some of the features that was essential for TwentyThree's needs: 

• Branded Registration Experience
  "It was important that we could create a branded experience on our web page", Amelia explains. "Every time you interact with TwentyThree, it should feel like TwentyThree. So to be able to control the registration form on our website and have that branded was a very important feature". 
  
  
• Smooth Ticket Sales
  "We don't want any type of payment or transaction to be a barrier or a negative experience. It's supposed to be super simple, just as you would purchase anything else".
  
  
• Side Events Management
  One of Amelia's favorite features was the ability to create side events. "We hosted a video party after the first conference day. Everyone who attended the summit was invited, but we didn't expect everyone to attend. It was very nice to be able to get an understanding of how many people we could expect—about half signed up, and the show-up rate among those who registered was actually very high". 
  
  
• Campaign Code Tracking
  "My second favorite feature is what you guys call discount codes. We used them as campaign codes for our team members—it created a little bit of competition internally about who gets the most signups. It was also a great way for us to see what campaigns performed well on different channels, whether on LinkedIn, email, or in our webinars".

Bigger and Better Every Year 

TwentyThree's event ambitions continue to grow.

Our strategy for events in the future is to grow them bigger and better for every year. We love events. We love hosting events to be able to really connect with the market and understand what's happening outside the four walls of our office.

For a company that lives and breathes video, events provide something irreplaceable: human connection. "Even though people expect TwentyThree to only work with webinars, there's just something about that human relationship or that human connection that happens when you're physically there together that we really value", Amelia reflects.