How do you convince two sets of opposing customers that a merger will benefit them?
Answer: Through face-to-face engagement at your national conference.
In 2013, a merger took place between two electrical bodies – NICEIC and ELECSA – creating an 80% market share and a total customer base of 34,000.
In order to personalise the experience, the audience was segmented into three groupings:
1. NICEIC and ELECSA members
2. VIPs e.g. Board members, trade press editors
The marketing campaign was compared against previous year results.