Case

Cross channel campaign management based on a 360º customer view

RAI Amsterdam organises and facilitates congresses, trade fairs and events. In the run-up to one of its exhibitions, RAI Amsterdam sends invitations out to potential and actual visitors and exhibitors. RAI Amsterdam sends invitations out to potential and actual visitors and exhibitors. In order to increase efficiency and target relevant customers at the right moment, RAI Amsterdam was looking for a campaign management solution.

Relevant target groups

The entire campaign management process is handled by a small team that needs to be able to work efficiently. They always used to becomposed entirely in house: from address selection to writing content and distribution. The efficiency would be increased considerably if instead of having to compile each individual mailshot separately, the entire customer journey to an event could be planned in one go.

“2bMore constantly proves itself to be a highly flexible partner. They have an unrivalled understanding of our business and are able to offer the right technical solutions for varying issues in a pragmatic manner. What characterises 2bMore is that they can adapt very quickly and contribute proactively to the client’s ideas. This makes them a very valuable asset.”

In two months’ time, 2bMore implemented its web-based solution, Ternair Campaign, in which all underlying data sources are linked: the marketing database, the ERP system, the customer pyramid, the ticketing system and the environments in which the exhibitors offer their content. Using triggers, visitors and exhibitors can be selected and approached. The selection is performed directly in the source data, so nothing needs to be imported into a separate environment.

With Ternair Campaign, RAI Amsterdam can respond in real time to all sorts of events that occur during and after an exhibition visit. Through email, text messaging and push messages on various websites, relevant target audiences can be approached at the right moment. These days, the team conducts 300 campaigns a year, through which 65% of exhibition registrations are made.

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