UFI ICT Award 2010 - Messe Muenchen


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UFI ICT Award 2010 presentation for Messe Muenchen International, Munchen, Germany
By: Ulrich Besch, Head of Visitor Management

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UFI ICT Award 2010 - Messe Muenchen

  1. 1. UFI ICT AWARD 2010 Customer Relationship Management for Exhibitions Paris, April 30 / Ulrich Besch
  2. 2. Vision and Strategy <ul><li>MMI is aware of the increasing value of visitors </li></ul><ul><li>We need to build and manage a relationship to over 2 million international trade fair visitors </li></ul><ul><ul><li>a clear sight on our visitors by more information </li></ul></ul><ul><ul><li>listen to their interests, needs and behaviors </li></ul></ul><ul><ul><li>interact and perform a 1:1 dialogue </li></ul></ul>We need a visitor CRM solution!
  3. 3. Concept, Business Plan and Branding <ul><li>Work out the concept with all stakeholders </li></ul><ul><li>Developing the Business Plan </li></ul><ul><li>Branding the project </li></ul>New revenue streams Work culture Through the “bottom up approach” the business units became strong sponsors Top Management approved concept and Business Plan The “ViVa-brand” created publicity and acceptance throughout the company Cross-Channel Marketing Standardization Cross-Selling Relevant Content Cost Reduction Integration
  4. 4. Strategy & Business Model
  5. 5. The traditional information sources had to be complemented by aspects of the “ Digital Body Language ” Campaign Management Social Media & SEM Website Behavior SMS Lead Tracking Call Center Access Control Registration & Ticket Shop
  6. 6. All the information sources have to be tightly interlocked to build the strong foundation for targeted communication SMS
  7. 7. Visitor Database Strategy & Business Model
  8. 8. Data Quality Management is done in a three-stage-process: highly automated tools plus manual processes Data Update Standardization Validation De-Duplicating Doublet Check ? Contact Data Contact Data Contact Data Contact Data <ul><li>ZIP Code </li></ul><ul><li>Salutations </li></ul><ul><li>Gender </li></ul><ul><li>Data Exchange </li></ul><ul><li>…… </li></ul><ul><li>Update Campaigns </li></ul><ul><li>Call Center </li></ul><ul><li>Data Rental </li></ul><ul><li>Print-to-Web </li></ul><ul><li>…… </li></ul>Visitor CRM autom. man . autom. man . autom. man . 1 2 3 1a 1b 2b 3b 2a 3a Returning cleaned data
  9. 9. Data Quality is continuously monitored and measured through an effective Data Quality Index (DQX) Completeness <ul><li>How many of the required fields are filled? </li></ul><ul><li>… </li></ul>Up-to-Dateness <ul><li>How many time went by since creation or last correction? </li></ul><ul><li>… </li></ul>Effectivity <ul><li>How many of the evaluated addresses are working? (e.g. Bounce Backs, showing response) </li></ul><ul><li>… </li></ul>1 2 3 Comparisons over time and different exhibitions are easily possible „ Semantic Correctness“ „ Syntactic Correctness“ DQX = 74,9%
  10. 10. Data Quality Visitor Database Strategy & Business Model
  11. 11. <ul><li>Cross-channel-campaigns (e.g. email, print, fax, internet, mobile phone) are planned in advance, executed automatically, controlled and reported with one single solution </li></ul><ul><li>External service providers (e.g. Call Center, Letter Shops) are integrated </li></ul><ul><li>Successful campaigns („best-practices“) are transferred to other departments and then be reused </li></ul>A web based Cross-Channel Marketing tool handles all visitor oriented campaigns Fax Letter WEB 2.0 Without Email-Address HyperSites Reporting All who clicked on „Conference“ Automatic follow up after 4 days All who did not register SMS Confirmation Email All who registered SEM Banner
  12. 12. Campaign Management Data Quality Visitor Database Strategy & Business Model
  13. 13. Reporting now is done via graphical dashboards ; easy comparison over time and across business units
  14. 14. Comfortable reports are showing not only how many, but who has clicked on a specific link <ul><li>The number of clicks for each link can directly been seen in the original email </li></ul><ul><li>Clicking on a specific report item leads to a detailed list of visitor information </li></ul>Sample Data
  15. 15. Campaign Management Data Quality Visitor Database Reporting Strategy & Business Model
  16. 16. Congress (EBMS Integration) Exhibitor & Press International roll-out Campaign Management Data Quality Visitor Database Reporting Strategy & Business Model
  17. 17. A dedicated and motivated team with members from various business units was the most important success factor Campaign Management Selection/Segmentation Performance Measurement Visitor- marketing Innovation-management Best Practice Transfer Products & Services Touchpoint-Management Data purchase/ -rental Data care Key figures / BI Information-management Visitor Management Chairman & CEO MANDATORY + RECOMMENDED Standards / Processes / Tools Business Units Central Units
  18. 18. T E A M Congress (EBMS Integration) Exhibitor & Press International roll-out Campaign Management Data Quality Visitor Database Reporting Strategy & Business Model
  19. 19. ViVa is a great success and exceeded the expectations of the business plan
  20. 20. ANHANG
  21. 21. Ausschreibung UFI <ul><li>Objectives: </li></ul><ul><ul><li>What were the objectives for conducting CRM activities within your exhibitions? </li></ul></ul><ul><ul><li>Did your CRM application replace an existing programme or is it a newly applied solution? </li></ul></ul><ul><ul><li>What added value services did your project seek to provide? </li></ul></ul><ul><li>Actions: </li></ul><ul><ul><li>What measures did you take to reach these objectives? </li></ul></ul><ul><ul><li>What were the specific challenges faced? How were these over come? </li></ul></ul><ul><ul><li>Was your CRM application outsourced or developed in-house? </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Were your objectives reached? </li></ul></ul><ul><ul><li>What were the benefits for your customers? </li></ul></ul><ul><ul><li>Did you increase your revenues? </li></ul></ul><ul><ul><li>What were the quantitative and/or qualitative effects on your exhibition activity? </li></ul></ul>
  22. 22. Summary – Key success factors <ul><li>Clear role definition and responsibility of Marketing and Sales </li></ul><ul><li>Seamless system integration to avoid gaps and unnecessary efforts </li></ul><ul><li>One 360 o view of the customer; one-click-reports </li></ul><ul><li>Accompany the CRM project with parallel activities in other areas (business process redesign, organizational change, trainings, salary models). Technology can be the enabler </li></ul><ul><li>Restructure and professionalize your Customer Data Management </li></ul><ul><li>CRM is a business project – with broad support from the IT department </li></ul><ul><li>Implement a strong CRM Governance and Change Management </li></ul><ul><li>TOP-Management support is mandatory </li></ul>