Koelnmesse is a global player in organizing trade fairs and events. It previously relied on foreign representatives to conduct direct marketing abroad, which led to issues with data quality, consistency, and measuring effectiveness. Koelnmesse aims to centralize direct marketing by cleaning and standardizing customer data, preparing mailings from Germany, and using software to track performance. This should improve data quality, reduce costs, and allow for better analysis of direct marketing campaigns. However, challenges remain in standardizing data from many countries and gaining acceptance for changes that reduce foreign representatives' revenue.

1. Addressquality as a prerequisite for centralized
direct marketing
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2. Koelnmesse in Cologne and worldwide
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3. …introducing Koelnmesse
Koelnmesse is a global player in fair business. We are the
matchmaker for a qualified dialog between target groups.
No matter what time, place, media or type of business.
We energize your business.
Key facts:
– 75 international business trade fairs and events
– over 80 representatives and 11 subsidiary companies
– 44.600 exhibitors and 2,2 millionen visitors each year
– 200,6 Millionen € turnover in 2007
– approx. 750.000 Customer Data each year
– approx. 5 million CRM driven 1:1 customer contacts each year
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4. Koelnmesse marketing core data
Who are the market players in a specific industry on demand and
supply side?
The marketing core data is:
– company name, address
– personal names
– personal contact data
– products
– sectors
– Who is inviting to the fair? / Who is attending ?
1,5 million company profiles with 2,5 million contacts in SAP
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5. Koelnmesse direct marketing
– Depending on the country, sector, position and contact
details, every potential visitor receives 2 direct mails
and up to 5 Email newsletter, telemarketing on special
target groups if needed
– Until spring 2008, fulfillment of international mailings was
decentralized for almost all countries
– Koelnmesse provides foreign representatives with visitor
registration data for direct marketing
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6. Previous process for mailing abroad
Koelnmesse Foreign representative
1.
Composes briefing for the FR
(ABC countries, mailing content, budget 2.
etc.) Researches addresses and writes an offer
3.
Evaluates the offer, approves the budget's
purchase requests, dispatches advertising 4.
materials to the FR via Fed Ex Rents/purchases foreign mailing lists
5.
If possible, compares FR's mailing list with
Koelnmesse's main address register, sends 6.
mailing list to the FR Composes letter, response element, travel
arrangements in local language
7.
Oversees printing of mailing elements by
local lettershop, purchase of materials,
packaging, dispatch
8.
9. Pays invoice Generates invoices, receives response and
retoured mails
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7. challenges
– bad data quality: no data care for returned mailings,
duplicates
– international rented address pools often unknown
– hard to ensure CI on international mailings if fulfillment
takes place abroad in 75 different countries
– you can’t be to sure if and when a mailing has been sent out
– difficult different international customs regulations
– expensive shipping cost for advertising flyer
– expensive postage charges in some countries
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8. Optimising process for mailing abroad
Koelnmesse Foreign representative
1.
Composes briefing for the FR
(ABC countries, mailing content etc.) 2.
Researches addresses and writes an offer
3.
Evaluates the offer, approves the budget's
purchase requests, sends advertising 4. Addresses unknown
materials to the FR via Fed Ex Rents/purchases mailing lists impossible to
—
5. measure success
Compares FR's mailing list with
Koelnmesse's main address register, sends 6.
mailing list to the FR Composes letter, response element, travel
arrangements in local language
7.
Major investment of
Oversees printing of mailing elements by
time and money
local lettershop, materials purchasing,
(savings potential)
packaging, dispatch
8.
9. Pays invoice Generates invoice
(only if Point 4 is implemented by the FR)
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9. Internet-based KIM: a tool for generating mailings
FR briefing
User name Foreign
Password Rep.
DIMA
Responsible for:
Addresses to Cologne
letter template,
address comparison ,
addresses preparation per
country, Log-in on the Internet
overview of available and entering or change:
advertising materials Direct response
through DIMA - Letter to the FR or on
- Travel offer the Internet
- Response
Online Mailing preparation: element
www.myKoelnmesse.mailingportal - Address overview
- Approval
FR stationary with
German return address
and letter
Lettershop in Germany in local language
Printing
Packaging
Dispatch
Visitor in country XYZ
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10. German return address
FR letter template
Letter in local
language
FR's signature
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11. Measuring direct marketing for visitors
fulfillment
prepare activity ticket sales
(e.g. mailing) via internet
planning and budgeting visit to
start here ! direct marketing the business fair
evaluation of
addresses and
activities
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12. Measuring direct marketing for visitors
Addresses known
Implementation
Prepare mailing Ticket sales
More efficient Visitor known
sales support by visitor registr./
e-shop/FR portal
Requirement:
full registration
Planning and Visit to
Start here ! the event
budgeting
Evaluation of
Address sources and measures
optimisation/
optimisation of Measuring success
budget use by comparing
addresses/visitors
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13. better data quality and results
– centralized preparation and fulfillment through improved
data quality
• less duplicates
• ensured data care
– improved quality of international mailings, CI ensured
– cost reduction in postage by use of economies of scales
– cost reduction in handling, shipping
– closed loop controlling for direct marketing
• response rates for every address source and each
campaign element
• focused selection of new address pools
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14. Current situation
– international customer data comes in many different files
and data formats in various levels of quality (1500 files per
year)
– no world wide software for address data detection and
cleansing could be adapted at decent overall cost so far,
still lots of manual work
– centralized fulfillment imposes cuts on foreign sales rep
revenue, hard to sell on the efficiency argument
– not every country suitable for B2B direct marketing (e.g.
Asia)
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15. Conclusion
data service
customer koelnmesse process software
provider
– complete – Rules of data – Rules of data – closed loop – software for address
visitor data quality and quality and direct marketing quality: check for
registration meta data meta data duplicates, address
(online & on – sales funnel and name correction
site) – address – first front
knowledge quality check – load process – mass data import
– use of personal scripts on (address + profile
online accounts – direct help supplier side – direct marketing data+ meta data)
for visitor campaigns
services – frequent & fair – mass data load and
feedback – quality update
monitoring
– data quality scripts
– country specific
online address
templates
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