Messe Kalkar, an event location just across the German border, organises a large trade fair called ‘Beauty Live’ every year. This is a two-day event for experts working in the wellness and beauty industry. In order to gain an insight into where visitors have come from and increase the event site’s conversion rate, Messe Kalkar’s marketing experts measure various statistics via links with Halito!.
Beauty Live aims to offer professionals from the beauty industry the opportunity to find potential partners. The trade fair brings together extremely diverse branches of the industry: make-up artists, beauticians, hairdressers, salon designers, professionals from the wellness and cosmetics industry, accessory experts and suppliers. The event attracts a wide range of professionals from right across the industry.
Statistics for the event site are measured with Google Analytics. Since Beauty Live is promoted through various online channels, it is important to gain insight into the origin of visitors to the website. The behaviour of visitors to the event site is also measured: which pages are viewed before conversion to a registration, which information is searched for, which search terms bring people to the event site and so on. These analyses help with setting up the event site in a way that makes it fit seamlessly with the wishes of the visitor and ensures optimal conversion. This is a process of continuous optimisation.
The organisation is aware that the Beauty Live target group is active on Facebook, and hence targeted advertisements on Facebook are used to reach this group. The success of these advertisements is measured by linking the Facebook Pixel to the Halito! event site. This ensures that the ads are only shown to Facebook users who have not yet registered for the event.
The statistics for email campaigns that have been sent out are accurately tracked so that the database is continuously updated. Non-existent email addresses are excluded from subsequent campaigns and changes to email addresses are made in the CRM system. In this way progress is constantly made towards achieving an optimal delivery percentage for email campaigns.