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EVENTS NEWS: Mobile marketing boosts event attendance

One of the UK's top pharmacy industry events enjoyed a response rate of six per cent and a conversion rate of 80 per cent, using mobile marketing as part of its communications mix.

Mobile specialists Mkodo was selected by Closer Still Media to run the SMS campaign, designed to increase both pre-registrants to the event and the conversion rate of pre-registrants to attendees.

Closer Still Media's Lucy Pitt says: "This is the first time we have used mobile marketing within our communications mix and it has proved itself immediately.

"Our key aim was to improve the conversation rate of pre-registrants to attendees and this is what we achieved. Working with the professional and expert team at Mkodo made the introduction of the mobile channel easy."