Case

Relevant, thanks to a 360˚ customer view

ISE is the world’s biggest trade fair in the field of audio-visual media and electronic system integration. The annual 4-day event attracts over 70,000 professionals. From its inception in 2004 until 2016, every edition of the trade fair had its own database with registration of visitors. ISE wanted to professionalise and to coordinate the communication about its events on the basis of individual customer attributes. To achieve this, a 360o view of the visitors is needed, working across the boundaries of multiple trade fair editions.

More conversion and lower costs

The lack of a complete view of customers led to inefficient communication and unnecessary costs. It could happen, for example, that customers were informed about trade fair domains that did not interest them. Because it processed data from different databases and systems, ISE lost a lot of time on marketing campaigns to acquire visitors. In 2016, the organisation decided to combine the customer information amassed for each trade fair event into a single 360o customer view.

“2bMore knows about data. They understand our business. Thanks to 2bMore’s solutions, we reach our target group at the right time with personalised content.”

With Ternair Marketing Database, a central marketing database was established that was based on links to the ISE systems. The data was standardised, matched and combined, and duplications were removed. This creates a ‘golden record’ for each customer. Ternair Interact provides automatic administration for subscribing to and unsubscribing from the ISE newsletters, plus the subscription management and returns process for the ISE magazines. Ternair Campaign makes it possible to have personalised marketing campaigns. Target groups are selected on the basis of, among other things, attributes and the response to previous communications. In campaigns, emails can be composed and sent on the basis of one or more dynamic template(s); within a single layout, all the elements of the newsletter (sender, subject, content) can be personalised based on such attributes as visit frequency and interest profile.

Following a 10-week implementation period, a central database of over 160,000 professionals was built up. Apart from a higher conversion rate and lower costs for its own trade fairs, this database also offers the possibility to set up additional business models.

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