Case Studies
The National Wedding Show uses e-style for email management
The National Wedding Show is the UK’s biggest and best consumer wedding event. With more than 300 wedding experts and live inspirational features, it is the ultimate wedding shopping experience with thousands of ideas to plan your perfect day.
The organisers behind The National Wedding Show were looking for an email marketing provider to give them not only a solid platform through which to communicate with their contacts but also new and exciting ways to increase the quality and quantity of their database.
Further to this, we also had to provide a platform through which post-show surveys could be built and distributed to visitors of both the London and Birmingham shows.
Very quickly, the goals for The National Wedding Show became clear:
- Initiate strong and consistent traffic to National Wedding Show website
- Promote and encourage ticket sales
- Allow users to share the email via social media
- Improve the intelligence held on current contacts
- Produce and mange post-show surveys
- Maintain a strong brand message throughout
- Encourage visits to the National Wedding Show Facebook page
Design & Build
The National Wedding Show logo is instantly recognisable so it was decided to have a very brand heavy start to all design work, both within surveys and email campaigns. but thereafter the content had to be all product based with strong imagery. Celebrity shots from previous shows were vital to entice web visits and ticket sales.
Campaigns were short and to the point with emphasis on imagery from the show rather than too much copy. Recipients were encouraged to interact with the email in many ways including sharing the e-campaigns over social media sites, in this instance Facebook. This element leads to increased site visits, raised tickets sales and database growth.
To compliment the campaigns sent to previous visitors, an e-flyer was also created designed to be viral and forwarded from friend to friend on a personal basis. This viral campaign proved hugely successul and thousands of extra visits were recorded on the sales page of the website with a very healthy ticket sales boost also reported.
The post-show surveys were hosted by e-style with simple emails launched to encourage each visitor to give their views on the show they visited. Four concurrent surveys were launched for all visitors and exhibitors to the Birmingham and London shows. The team at the National Wedding Show were given access to the live feed of responses enabling an immediate feed into PR activities following the show.
The final element of the services we provide to the National Wedding Show involve social media. A Facebook page has been designed and built by e-style to compliment a very active Facebook advertising programme. The entire process was made transparent to National Wedding Show staff had regular access to latest results. Advertisements are specifically targeted to specific Facebook users who match the target profile, females who are engaged for example. The National Wedding Show have access to pause and restart any Facebook activity to ensure it compliments other live PR and advertising features.
The Result
Happily for all parties results have not only been very impressive but also consistent. Not only did ticket sales increase but the size of the National Wedding Show database has risen dramatically. Complimneted by an increase in intelligence they hold on previous visitors, the team at the show are confident e-style can continue to match and exceed their expectations.
“e-style opened our eyes to what can be achieved online and through social media, a valuable business partner” Ashley Roberts, Event Director, The National Wedding Show.
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