Nationwide Media Group and Infogroup UK

 

Nationwide Media Group is an exhibitions, event management and digital media company that owns, runs and organises an ever growing portfolio of exhibitions in both the business and consumer markets.

With 25 years experience in the exhibitions and events industry, the company’s business shows are some of the largest and most successful in the UK with thousands of business leaders participating and visiting.

Challenge
In an increasingly competitive marketplace, Nationwide Media Group needed to increase levels of attendance amongst key decision makers at its two regional flagship exhibitions: Business North West and Business Yorkshire.  

Although previously attracting thousands of visitors, the lack of email data and ability to access and utilise information on previous attendees and exhibitors was hampering the company’s ability to target new attendees for future events.  

With information on previous exhibition attendees and exhibitors stored in multiple formats and locations, the company faced a complicated data challenge that needed to be solved if Nationwide Media Group was to unlock the power of the information it held and secure the ongoing success and profitability of its events.

Solution
Nationwide Media Group turned to Infogroup/UK the B2B data specialist to review all its contact databases containing information on all previous attendees and exhibitors. 

Infogroup/UK took this information, which was provided in different formats and across different databases and merged it all together – setting up two separate and newly formatted, easy to access databases for attendees and exhibitors. 

Infogroup/UK then began the process of data cleansing all the information to take out duplicate and incorrect data, cleaning up the databases to ensure that they only contained the most up-to-date and accurate information. Using its own B2B database, Infogroup/UK also screened the Nationwide Media Group information appending extra contact and business data, including job titles, telephone numbers and opted-in email addresses at an individual contact level.

Infogroup/UK also profiled the information it had been provided on 2007 event attendees and exhibitors in order to identity potential new visitors and exhibitors with similar characteristics and therefore stronger propensity to attend future events. 

This insight was then applied against the Infogroup/UK B2B database to pull together two separate prospect lists (potential new visitors and exhibitors) containing information on thousands of new contacts for Nationwide Media Group to use as part of its marketing campaign to drive further attendance amongst its target market of key decision makers.

Results
As a result of the marketing campaign pushed out on the back of the new data provided by InfoUK, the Business North West exhibition in Manchester attracted its highest ever number of visitors and exhibitors. 

In total, 5,500 visitors attended the event – an increase of 27 per cent on the previous year.  Exhibitor numbers also went up by 25 per cent to 200, and 91 per cent of those attending were at owner, director and management level – all at the most appropriate decision maker and key target audience identified.

In addition, the Business Yorkshire exhibition and conference in Doncaster was attended by over 2,800 regional decision makers – a fantastic result for a first year show.

In terms of visitor acquisition, the integrated marketing campaign utilised the data provided by Infogroup/UK with the resulting email marketing campaigns securing the highest level of return on investment.  Results from post show reports found that over 30 per cent of attendees at the Manchester event had attended as a result of receiving information about the exhibition via email. 

Scott Hider, MD of Nationwide Media Group, said: “As B2B exhibition organisers we have learnt that email marketing is by far the best form of promotion and subsequently we required a large amount of targeted data to directly reach key decision makers in business. “

“Infogroup/UK listened to our needs, not only providing us with this relevant and highly targeted email data, they also cleansed and improved our current databases.  The results speak for themselves, we had a huge increase in delegate registrations from 2007 and the numbers attending and exhibiting at our two largest B2B events far exceeded all our expectations.”

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