Spielwarenmesse eG modernises its international B2B communication with EVALANCHE

Spielwarenmesse eG has opted for EVALANCHE to manage its international e-mail marketing. The organisers of the International Toy Fair in Nuremberg can thus organise the demanding international B2B communication of the company more simply and in a more targeted manner than to date. The trade fair team is in contact with 2,700 exhibitors from 63 countries and 79,000 visitors from 114 countries for the world’s largest specialist fair in the toy industry.

Spielwarenmesse eG has opted for EVALANCHE to manage its international e-mail marketing. The organisers of the International Toy Fair in Nuremberg can thus organise the demanding international B2B communication of the company more simply and in a more targeted manner than to date. The trade fair team is in contact with 2,700 exhibitors from 63 countries and 79,000 visitors from 114 countries for the world’s largest specialist fair for the toy industry.

Target-group specific newsletters

Spielwarenmesse eG communicates with existing and potential customers via four target group-specific newsletters – worldwide and in several languages:

play it! online:
Topics for trade fair visitors – e.g. purchase of the admission tickets, trade fair highlights, how to get there, accommodation for specialist dealers

ExhibitorsOnly:
Topics for exhibitors – e.g. registration deadlines, trade fair organisation, marketing measures, trade fair highlightsWorld of Toys:

Information about events and trade fairs abroad

Internally:
Topics for cooperative members of Spielwarenmesse eG – with news relating to the company and its trade fairs and congresses.

The starting situation

The existing implementation of the communication by e-mail was no longer ideal in some areas. The integration of foreign-language texts, the international mailing, the uploading of current address data were time-consuming, the lack of personalisation and individualisation of content was no longer state of the art.

Improvements with EVALANCHE

With EVALANCHE, Spielwarenmesse eG has substantially simplified the existing time-intensive work processes, which were distributed across several countries and individual representatives, by centralisation and thus considerably improved the processes.

Some of the fundamental benefits of an implementation with EVALANCHE are:Independent mailing to all countries is now done centrally from Nuremberg – previously the representatives had carried out the mailing in a decentralised manner in the respective countries. Translators can now integrate their results directly in the system. In the past, translations came by e-mail in a Word file and required time-intensive post-working.

Christian Ulrich, Marketing Director of Spielwarenmesse eG:

“Our most important requirements of a future-proof solution was best met by EVALANCHE. We were won over by the simple handling, the multi-client capability and multi-lingual usage with individual access rights. The independent uploading of addresses and a differentiated personalisation and individualisation of content depending on target group are important functions for us. The competent support relating to EVALANCHE and the first-class reports for the performance control are particularly valuable for our day-to-day work.”

The central mailing and reports of the new software mean Spielwarenmesse eG can now fine-tune their e-mail marketing much more precisely than previously.




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