Liverpool Boat Show
Challenge
The Liverpool Boat Show is a new venture based at the Albert Dock in Liverpool. Organised by Marine Industry Events, the show is expected to be one of the largest single events during 2011.
The first task facing the organiser was to attract key trade exhibitors and key sponsors for the show. This would then be followed by a consumer facing marketing programme.
Assessment
MIG proposed an approach to trade marketing based upon a direct and digital marketing mode in mid 2010. This required a review of trade organisations, boat shows and similar events on a global scale to provide key target exhibitors in the UK and overseas.
The challenge presented to MIG by Marine Industry Events was to establish a trade marketing database that could be targeted using online and offline marketing campaigns.
Solution
Through a combination of list compilation and list purchasing, MIG built a database consisting of 10,000 companies targeted as potential exhibitors. This database contained named senior contacts in all organisations and included telephone and email contact information.
MIG’s online newsletter platform iNews was used to provide exhibitors and potential exhibitors with news and updates about the Liverpool Boat Show.
Direct marketing campaigns were project managed by MIG to provide exhibitors with hard copy versions of show literature where appropriate.
All communications and responses were held within the trade database enabling the Marine Industry Event team to maintain contact with exhibitors based on latest knowledge.
MIG has also been instrumental in developing sponsorship packages for the boat show and of introducing potential key sponsors to the organiser.
The next stage, a full consumer facing direct marketing programme, is now in planning.
Success
- MIG established and built a database of trade contacts within an 8 week period. This database is a strategic asset of the organisation and will form the basis of future Liverpool Boat Show marketing effort.
- MIG designed and executed the trade marketing programme resulting in all key trade exhibition stands and sites being sold-out ahead of schedule.
- MIG will plan and execute the main consumer facing direct and digital marketing campaign during the early part of 2011.
