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.

Production Values


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

3. Exhibitors

Overall Effectiveness

The marketing campaign was compared against previous year results.