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Uploaded on Aug 8, 2011
As Ipex 2010 approached, IIR Exhibitions decided to create a marketing campaign that would boost the number of pre-registrants converted to actual visitors. To do this, he worked with DirectSmile Cross Media to produce a multi-channel, personalised campaign to all UK pre-registrants. This unique and complex campaign achieved a 10% response rate and helped to increase visitor numbers that year. Hear why Nick Craig Waller thinks this campaign was such a great success.