IBC is the world’s leading media, entertainment and technology show.
Adestra is an email marketing service provider.
Emily has responsibility for driving the overall marketing strategy for both the exhibition and conference.
Sophie Howell works with Emily to drastically advance IBC’s email marketing.
The team were set a business objective to increase overall registrants by 5% annually. Marketing objectives were to automate 10% of emails and increase conversions from email by 5%.
The team needed to tackle two main areas:
– Email Design and Processes
– Data and Automation Solution
IBC worked with the Adestra Digital Design team to create a customised modular template solution and a bold plan was devised to tackle the problem of inactive data.
– 6 4% click-through rate
– Quicker campaign creation: 2 days to 2 hours • Engaged 16% of contacts
– Active database of approximately 200,000 people
– Average open rates from around 14-17% to 25% and higher
– Automated programs achieved a 53% open rate
– Browse and abandon trigger campaigns achieved an average 40% open rate and 24% click-through
– 7% increase in registrant’s YoY
– Exceeded their target of automating 10% of emails
Banks Sadler’s marketing team have had an outstanding 2018, driving significant growth for the business whilst also developing the brand during a significant time of change. Delivering an incredible 733% increase in new business enquiries across the year, they have also supported the business in growing current accounts, creating a company of brand champions and developing continual valuable and engaging content. Touching all parts of the business, the team is passionate about driving an excellent company culture, which they support through their internal comms, wellness and talent strategies.
In 2018 Incisive Media’s marketing team delivered its biggest-ever conference programme with record results by transforming the way it markets across three highly-competitive sectors. The team market in excess of 120 events a year and have seen considerable growth in the last three years. The team are known for pushing the boundaries of traditional event marketing and trailblazing new marketing initiatives. Their results are testament to their dedication and talent.
Knect365 – Informa Plc
In 2016, Isobel Peck, Chief Marketing Officer formed an internal agency at KNect365. Going forward this would be known as the Central Marketing team, bringing together expertise across Digital Marketing – Analytics, SEO, MarTech, Data Management, Content and Email Marketing, Social Media, Branding, Design, and Communications. Fast forward through years of change management, 2018 was the year the team started to focus on growth. Here are some of the projects they have been involved in:
– Delivering an improved conversion rate and exceeding expectations by 33%;
– Organic search optimisation through training the business, leading to an improved average position in search of more than 5 points plus 35,000 more clicks to our site;
– Social shares of content up 32%. Traffic to content up 53%
The overall success of the 2018 approach to marketing has seen our delegate revenue increase by 5.31% (£1,000,000 one million +).
Across the business we achieved achieve a 2.3% organic growth.
Hundreds of events and training courses delivered, hundreds of marketers trained, newly acquired businesses integrated.
A continued commitment to excellence.
I am nominating my team for its unerringly devoted to improving our marketing and internal relationships in 2018. The team has improved its social engagement and met its goals of supporting our sponsorship team. The use of better collateral has driven sponsorship lead and led to significant conversions. They have worked together to innovate and understand challenges, learn from mistakes and drive improvement.
They have Improved our marketing collateral to support event sponsorship and align with our vertical sectors. They have grown own public sector audience through better use of social media and worked with influencers in the business for better reach.
Delivering 17 events a year at 5% marketing costs and revenues exceeding £3.5m the team is a set of true stars. In addition to our marketing campaigns at every event they organise effective photography and videography to support future campaigns and meet sponsors needs.