Success stories

ISPO Munich

Markus Hefter


Industry: Sports
Event type: Trade fair
Cooperation since: 2015

Messe München GmbH
81823 Munich
  • Attracting a specific industry target group
  • Generating comprehensive data on potential industry attendees
  • Preregistration and preselection of visitors via the ticket shop
Products used:
  • Event Marketing (Event Plus, Targeted ads)
  • Online registration
  • 25% of industry attendees acquired via the XING Network
  • Numerous new contacts for further processing in the organiser’s own database gained

ISPO Munich is the global leader in trade fairs for the sports industry. Every year, 2,600 international exhibitors present their latest range of sports articles as well as the latest trends in this segment. Over 80,000 visitors from 110 countries attend the 4-day trade fair on average.

Starting Point

Addressing new target groups

For over 45 years, ISPO MUNICH has been one of the leading global multi-segment sports fairs. The campaign carried out in cooperation with XING Events aimed at attracting a new special target group comprising HR managers from occupational health management for the trade fair. Messe München GmbH was looking for a solution to target potential attendees from the desired target group. A further requirement was to be able to filter prospective trade fair attendees via a preregistration function to selectively and individually send out attendance confirmations. To customise the event to the attendees’ requirements even further, the preregistration should also enable the organisers to target their data collection towards specific user information.

XING Event’s tailored event campaign helped us to generate an immense reach among the right target group within a short period of time, enabling us to attract a new, relevant target group for the ISPO MUNICH.

Markus Hefter - Exhibition Group Director, ISPO MUNICH

Our Solution

The XING Network, encompassing almost 11 million event attendees in the German-speaking area, provided an ideal platform for Messe München to advertise the ISPO MUNICH among the desired industry attendee group. An intelligent combination of different marketing options helped to increase reach within the relevant target group. The XING TicketingManager was used and tailored to the individual requirements of the customer to collect data individually with the aim of generating high-quality leads.

Attendee Preregistration Using the XING EventManager

The XING EventManager was used as a registration dialogue for prospective attendees of the ISPO MUNICH. It enabled a setup for a preregistration to attend the trade fair and data collection from the candidates. Through tailored registration information, the organiser was able to significantly increase the quality of its leads. The resulting data base could be processed further for internal purposes of Messe München GmbH by exporting the data. As the registration dialogue was integrated on ISPO MUNICH’s Event Plus page on XING, the target group was able to directly preregister on the XING platform. As soon as the organisers have reviewed the preregistration, the confirmed attendee received an email and Messe München sent out the ticket.

Marketing on XING

View visitors of your page with Event Plus

By opting for Event Plus, organisers were able to display the XING members who viewed their event page and showed interest in the event in the section Your Event Visitors. Using contact details such as name and position as well as number of visits, the organisers were able to identify relevant leads and send them a one-time, personalised invitation. In addition, the registration dialogue was integrated on the Event Plus page, enabling prospective trade fair attendees to directly preregister through the Event page on XING. Via the Event Plus option, the ISPO MUNICH event page was also shown on pages of events with a similar topic, leading to a further increased reach within the relevant target group.

Recommendation in Event Highlights

The Event Highlights provide recommendations for industry-relevant events to XING users. With an integration in this section, ISPO MUNICH succeeded in further increasing its reach.

Targeted ads

Using various targeting criteria such as industry, field of work and position, XING ads for the ISPO Munich were shown to the desired target group 500,000 times and displayed in the news stream on the home page of the respective XING member. In prominently placing the ads, ISPO MUNICH was able to address their specific target group comprising HR managers from occupational health management at whom the event was aimed as part of the XING campaign.

Attention-grabbing highlight banners

The highlight banners are prominently displayed in the upper section of the XING Event Market. A two-week display helped the ISPO MUNICH to significantly increase its visibility.

Success story ISPO Munich
Success story ISPO Munich
Success story ISPO Munich

The Result

Using the various XING Events marketing instruments, Messe München managed to increase its reach among the relevant target group and attract new attendees for the ISPO MUNICH. Via preregistration in the ticket shop, the organiser gained 500 new contacts whose data were transferred into its database. Through the section Your Event Visitors, Messe München was furthermore able to view 2,500 prospective attendees for the ISPO MUNICH 2016 and send them a one-time, personalised invitation to the event. After the event, prospective attendees remained accessible to the organisers, and they were able to individually contact the prospects. In addition to the precise targeting opportunities and the setting relevant to the target group, the organiser was particularly impressed with the transparency regarding event visitors.

Markus Hefter Exhibition Group Director - ISPO MUNICH

Our event page has more than half a million views and more than 2,200 visits that we can still access today. Clearly arranged statistics and transparency regarding event visitors have helped us to generate new, relevant event attendees.

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