Valior
How did Valior automate personalized event communication, attendance confirmation, ticketing and post-event follow-up for its 10th anniversary event?
By combining personalized marketing automation with digital ticketing and on-site attendee tracking. Using EventIDmat, Smart Octopus Solutions imported Valior’s client database and automated personalized invitations, attendance confirmations, reminders and follow-up communication. EventIDtrack then connected the digital invitation process with the physical event, scanning personalized tickets on arrival and recording attendance data back into the database.
From manual invitations to an automated client event journey
The business challenge
Valior needed to manage communication with its clients according to their existing relationships with the company, including different forms of address.
At the same time, the company needed an efficient way to collect attendance confirmations, send tickets to confirmed guests and identify who actually attended the event. This information was also important for post-event communication, including a welcome SMS and follow-up thank-you email.
Valior therefore needed more than a standard invitation tool. The process had to connect personalized communication with registration, ticketing, on-site attendance and follow-up.
The solution: Connecting marketing automation with event tracking
We used EventIDmat to manage the communication process. Valior’s client database was imported into the system, allowing personalized invitations to be sent based on the required form of address.
Guests could confirm or decline their attendance directly through the invitation. Those who confirmed received personalized event tickets, creating a direct link between the communication process and event entry.
At Cankarjev dom, EventIDtrack was used to scan the tickets. Guests could present their tickets digitally on their phones or in physical form, while the attendance data was stored back in the database.
This gave Valior a connected overview of the entire process, from the initial invitation and confirmation to actual attendance and subsequent communication.
From the guest’s perspective, the process remained simple.
The client received a personalized invitation by email and could confirm attendance with a single click.
If they chose to attend, they received their personalized event ticket. There was no complicated registration process to repeat and no need for the guest to manage additional paperwork.
At the venue, the ticket could be presented directly from a phone or in physical form and scanned on arrival.
The technology therefore remained largely in the background. Guests experienced a straightforward journey from invitation to confirmation, ticket delivery and event entry, while the underlying system handled the data and process management.
This is particularly important for client events. The goal is not to make guests interact with technology more than necessary, but to use technology to remove unnecessary friction.
For Valior, the biggest benefit was having the different stages of the event journey connected.
Instead of managing invitations, attendance confirmations, ticket distribution and follow-up as separate activities, the process was automated around a single client database.
The company could personalize communication based on its existing relationships with clients, while the system handled the repetitive administrative work in the background.
Event attendance was also no longer based solely on confirmation data. By scanning tickets at the entrance and storing the results in the database, Valior had a record of who actually attended the event.
This distinction becomes particularly valuable for post-event communication.
The information collected at the entrance could be used to ensure that communication after the event was relevant to the people who were actually there. Valior could therefore move from a general guest list to a more accurate understanding of event participation.
- Personalized client communication: Valior could communicate with clients using different forms of address based on their existing relationship with the company, creating a more personal invitation experience.
- Automated attendance confirmation: Guests could confirm or decline attendance with a simple click, while the system managed the response process and continued communication with those who had not yet responded.
- Personalized digital ticketing: Clients who confirmed their attendance received personalized event tickets, connecting the invitation and confirmation process directly with event entry.
- Flexible event check-in: EventIDtrack allowed tickets to be scanned from either a mobile phone or a physical ticket, giving guests a simple way to enter the event.
- Real attendance data: Scanning tickets at the entrance recorded actual attendance and stored the information back in the database, giving Valior a reliable basis for post-event communication.
- Automated follow-up: After the event, Valior could send thank-you emails specifically to guests who had attended, completing the communication journey.
Results & long-term value
Valior’s anniversary event showed how marketing automation and event management can work together as one connected process.
The solution linked personalized invitations, attendance confirmation, ticketing, on-site check-in and follow-up communication through the same client database. This reduced manual coordination while giving Valior better visibility throughout the event journey.
For guests, the process remained simple and personalized. For Valior, attendance data was captured at the event and fed back into the database, allowing follow-up communication to be based on actual participation rather than simply the original guest list.
The project demonstrates how connected event data can turn a one-time client event into a more structured part of the overall customer relationship, from the first invitation through to post-event communication.
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Read more about the IDConference solution and how to connect event participants, marketing automation and analytics into a single system.
