#OMR23
Matching target group led to successful ticket sales
Key Performance Indicators
- Reach 413.000
- Opening rate 40%
- Click rate 0,67%
OMR is the leading platform for the digital business world and includes content, events and technologies. The OMR Festival is the largest gathering of digital business, media and marketing executives in Europe. Content covering these topics is posted daily at omr.com and in various newsletters and podcasts.
OMR's subsidiary Podstars produces and markets over a hundred podcast formats. In addition, OMR offers a wide range of training courses in the education sector, operates the job portal OMR Jobs & HR, and the software comparison platform OMR Reviews.
OMR Reviews is the largest German software comparison platform, with over 50,000 independent software reviews on over 5,000 tools. OMR currently employs around 400 people in Hamburg via ramp106 GmbH.
The challenge
Generate awareness for the OMR Festival among the target group to sell tickets for #OMR23
The OMR Festival is aimed at professionals from the digital economy and marketing industry. In order to reach this target group in a targeted manner, channels must be selected that make it possible to address the industry and generate enthusiasm for the event.
In the target group of professionals in the fields of marketing, advertising, internet and IT, a high level of awareness for the festival should first be created. The overarching goal: to sell tickets for the OMR Festival in May.
The solution
Addressing exactly the right target group with XING Mailings
OMR and XING teamed up to create 3 eye-catching XING Mailings were created in a co-branded look that were sent to the intended target group of marketing, advertising, internet and IT professionals over a period of 6 weeks. The headers instantly grabbed attention among the target group by showcasing international speakers such as Serena Williams. The structured content and CTAs resulted in an above-average number of clicks, meaning that XING made a significant contribution to ticket sales for the OMR Festival.
„The joint campaign with our long-standing partner XING achieved what we set out to do: win over digital and marketing enthusiasts with our content and, of course, persuade them to attend the OMR Festival.“
Isabelle Gardt, naging Director and Head of Marketing at OMR
Conclusion
A highly successful cooperation
Tailoring relevant, attention-grabbing content to the right target group resulted in a highly successful campaign that easily exceeded the initial goals. There’s no doubt about teaming up again in the future: “We’re already planning our next project with XING,” said Bozhidara Zurawski, Team Lead Performance & E-mail Marketing at OMR.
