Case Study_OTSA

Company

Overseas Trade Show Agencies (OTSA) represents a wide portfolio of the world’s most successful exhibitions. Using their sales and marketing expertise, OTSA helps hundreds of companies take their products and services into worldwide export markets. Their work for leading international exhibition, event and congress organisers includes acting as the local partner for organisers, recruiting exhibitors and trade visitors.

Business need

Previously all our data was held in individual spreadsheets, marketing proved especially difficult with this scenario as it wasn’t easy to understand which contacts had already received specific mailshots. Our main needs were for:

  • a central hub for all the team, ensuring we no longer duplicate data
  • an integrated marketing platform, we needed to understand which contacts received and interacted with specific mailshots
  • a way to manage and action the lists of event attendees and exhibition organisers

How Gold-Vision addressed the challenge

Gold-Vision has been a perfect match for our company, allowing us to customise the CRM to our needs instead of the other way around. Today, all current visitors, exhibitors, co-exhibitors and industry contacts are held in CRM. We are able to quickly import exhibition contact lists into lead management. Gold-Vision deduplication checks whether a contact has attended previous events and ensures we only send one email to our contacts.

Because our data is so well organised, we are able to segment our sources and send highly targeted campaigns for future events. Connect email marketing is our key tool to send out our marketing communications and attract both exhibitors and visitors. Since our email marketing is now fully integrated in Gold-Vision, the team is able to track all interactions with our mailshots and take actions accordingly.

CRM requirements

  • Integrated marketing
  • Better communication between teams
  • Connect email marketing

  • Outlook Integration

OTSA-event

Benefits

We now have a full view of our customer journey

One other key part of Gold-Vision for us is the Outlook integration, as we may reach a customer first through Connect but then we track the rest of the customer interaction through Outlook emails and notes on phone calls. The whole story of all our different interactions is available in one account, so when we have an event booking we are fully informed about the background with that customer. Using Gold-Vision, we were able to streamline and speed up our exhibition lead-to-sale process, allowing us to get our messages to key contacts much quicker. 

OTSA_city-view

What’s next for us

We are planning to use our existing exhibition configuration and workflow to optimise post-event and weekly sales reporting. The other areas we are going to be focusing on are touch point scoring for social and email interactions.

We already use Gold-Vision to manage our event planning and would like to build on this to allow us to track our sales and forecasting from events. Our plan is to optimise our post-event reporting by increasing the use of dashboards. We also know it is possible to manage our forecasting for proposals and products within Gold-Vision, and are planning to implement this next.

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