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Expohabitat 2003 | March 5 - June 27, 2003
The Customer: Trade Department of Spanish Embassy in Russian Federation, Spanish Foreign Trade Institute
The Executor: The concept of the project - the Spanish side on the base of previous experience of exhibitions of Spanish goods abroad; localization and certain implementation - direct marketing agency Imageline - Hot Lines. кухни в кредит
Intentions: магазин кухни
- To change the image of Italy from a beach tourism country to a rapid-developing productive country interested in increasing the trade connections with Russia;
- To attract the target audience to Expohabitat 2003 international exhibition of Spanish interiors in Moscow.
Description: российские кухни
Stage 1: telemarketing
The original list was based on the open sources: phonebooks (general and industry-specialized as well), information from web-sites, data about the participants of previous trading exhibitions. The private databases of the call-center were also used.
The operator carried conversations on behalf of the representative of Trade Department of Spanish Embassy in Moscow. During the conversation the information was being improved by the mentioned criteria (the business segment of the company, name and coordinates of the contact person, the level of interest in visiting the exhibition). Also the operator told his listener that a letter would be send to his company's address containing the detail information about the exhibition the visitor questionary.
From May 16 to 30 large companies located in Moscow with staff over 50 were called without regard to their business sphere.
Stage 2: targeted mailing of items describing the exhibition
Items included in the first mailing:
- Colourful booklet with information about the exhibition;кухни оля
- Letter inviting to visit the exhibition;интерьер кухни
- Return form - questionary for registering the guest;дешевые кухни
- Symbol of the exhibition - red carnation
Response recording system
The addressees of the mailing could send the fulfilled questionary by fax or by the official web-site of the exhibition. Besides that, a hot line had been operating from April 1 to June 27 (the closing date of the exhibition). It's purpose was to make the interaction between the exhibition organizer and potential participants more convenient; to ensure the delivery of the necessary organizational information; to supply the interested visitors with the prompt answers. Also the hot line served as one of the feedback channels of the mailing addressees: they could supply all the requested data by phone.
Stage 3: targeted mailing of personal invitations to the exhibition
The database for this mailing was based on the results received by fax, by e-mail and by the hot line.
This mailing included the following items:
- Personal invitation
- Greeting letter to a registered visitor
- Colourful booklet containing information about the exhibition
- Symbol of the exhibition - red carnation
Results:
Stage 1.
28 637 were embraced by telemarketing efforts, 73% of which were Moscow and Moscow region companies, 20% - St-Petersburg ones and 7% - from other regions. Large companies (staff over 50) seemed the exhibitions organizers to be potential buyers of Spanish production. The telemarketing operators called 3 581 large companies with staff over 50. Total number of operators working on this project was 52. Daily 25 operators worked, making 5 000 to 7 000 calls.
Stage 2.
- 4570 boxes with information about the exhibition was send to VIP clients by courier service.
- 27 648 registered letters were mailed.
Stage 3.
- 828 cases with invitations were send to VIP clients by courier service.
- 3 570 registered letters with invitations were mailed.
- 3 770 letters with invitations were send by courier service.
The number of persons who confirmed their decision to visit the exhibition and received the personal invitations totaled 8 168. All the other visitors could buy the tickets at the exhibition itself. According to the questionaries of the persons, who bought tickets at the place of exhibition, the target audience that received the information about the exhibition from this direct marketing company numbered over 15 000.
похудеть
диеты
быстро похудеть
здоровое питание
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