DEM (Direct Email Marketing) strategy for a premium linen manufacturer - Horeca trade fair support
A leading manufacturer of high-quality linen and textile furnishings, with a century-long history in the luxury hospitality sector, has chosen to strengthen its presence at an international trade fair dedicated to the Horeca sector in Milan. The objective was to maximise the return on investment (ROI) of the event through targeted digital outreach. The challenge was to reach the actual decision-makers (owners and procurement managers) of hotels in Italy and Switzerland, transforming an email invitation into a physical, qualified visit to the stand.
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Goals
Establish a direct and professional communication channel to promote your presence at the trade fair.
Access a profiled database of over 6,000 B2B contacts in the high-end hospitality sector.
Increase qualified visitor traffic to the company stand during the event.
Qualify the interest of recipients by monitoring digital interactions (opens and clicks).
Testing the effectiveness of communication in two distinct markets with different linguistic requirements.
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Target segmentation: Identification of 6,171 validated email addresses, divided between the Italian market (6,061) and the Swiss market (110).
Strategic Copywriting: Development of optimized DEM content in Italian and German, focused on the exclusive benefits of visiting the stand.
Campaign launch: Scheduled sending of messages, ensuring the highest standards of deliverability to avoid spam filters and reach decision-makers.
Tracking and Monitoring: Real-time analysis of engagement metrics (Open Rate and CTR) to identify the most receptive profiles.
Post-Send Analysis: Processing data to isolate active leads who interacted with the Call to Action (CTA).
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Outcomes
Widespread coverage of the target audience, involving 6,171 potential customers among hotels and hotel chains.
Excellent engagement rate in Italy, with an average open rate of 16.27% on over 6,000 mailings.
Achievement of an open rate of over 18.18% on the Swiss market, confirming the high quality of the selected database.
Identification of 13 hot leads who actively requested information or confirmed their attendance.
Mapping of a target audience consisting of 751 unique readers, ready for post-fair follow-up activities.
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Value for the customer
Optimization of trade fair investment thanks to a planned and traceable presence at the stand.
Acquisition of reliable insights into the responsiveness of the Italian and Swiss markets to premium textile offerings.
Consolidation of a B2B database enriched with valuable interaction data for future sales campaigns.
Creation of a micro-pipeline of high-potential contacts ready for immediate commercial conversion.
Strengthening international brand awareness among top executives in the luxury hotel industry.
Do you want to ensure that your next trade fair is a success in terms of qualified visitors?
Discover how Geocom Italia can help you map your target audience and bring the right decision-makers directly to your stand with targeted DEM campaigns.