Digital focus gives 13% uplift for Denmark on German MICE market

A strong focus on top funnel digital marketing is already a success for Business Events Denmark: New campaign gives 13 per cent uplift in consideration for Denmark among MICE buyers on the important German MICE market.

All through 2017 Business Events Denmark have had a strong focus on executing a new digital strategy creating best-in-class top funnel market communication and serving it to business event planners on key priority markets for Denmark:

“From January 2017 we have implemented at strong digital focus which touches everything we do. As a MICE destination the key to attracting more business is to increase the awareness and knowledge about USPs and products. We do that today with a massive focus on digital and with our “In Denmark, everything is closer” campaign. In 2017 we have managed to create a 13 percent uplift in consideration for Denmark and Copenhagen as next MICE destination among buyers on the German market,” explains Erik Mortensen, head of business events Denmark.

Erik Mortensen also highlights that the campaign performed 54 per cent over industry standards when it comes to interaction rates. All in all very encouraging figures which means that you will see more top-funnel digital marketing from Business Events Denmark in 2018:

“What we have learned in 2017 is that digital offer a perfect platform for us to bridge the gap between important physical customer touch-points like IBTM and IMEX and the awareness building needs of a destination. We no longer need a sales reps on the markets. Instead our ambition is to be always-on digitally and constantly present with great market communication about why Denmark is the right destination for meeting planners,” said Erik Mortensen.

New trend reports supports Business Event Denmark’s strategy:

“We know that buyers can’t and won’t wait for a tradeshow, industry workshop or a hosted fam-trip to come along. They go on Google, Youtube, LinkedIn, Facebook etc. just like everyone else when they need something or want to be inspired. Here they will meet us with increasing force. The strategy is that this first contact is the start of a great customer journey hopefully ending with a great business event in Denmark hosted by one of our many professional partners,” said Mortensen.


Tom Hall

Editor, Exhibition World

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