The NEC Group welcomes over four million visitors to its venues and hosts over 900 events each year. Since the opening of the NEC in 1976, the NEC Group has been at the forefront of the live events industry, with a passion for event excellence. Their people and brands connect each part of the live experience through venues, content, services and data - and by utilising their extensive portfolio, the NEC group helps organisers to create the perfect event.
Within its portfolio are three high profile and consumer facing brands:
- The Ticket Factory
- Genting Arena
- Arena Birmingham
Hosting over 150 events annually in both arenas means the group needs to focus on meeting the demands of their event promoters and ensure tickets sell out in a timely manner. The NEC Group's previous system, was very restrictive in creating automated multi-stage campaigns and a single customer view could not be attained to support their CRM strategy.
We have finally been able to achieve our goal: to send personalised communications whilst also ensuring the right customers are notified of events, at the right time.
The Apteco solution
The NEC Group license the Apteco marketing software via their chosen Apteco approved partner CACI. Sitting on top of the single customer view (SCV), developed and hosted by CACI, Apteco FastStats® and Apteco PeopleStage™ are at the heart of the NEC Group's CRM strategy and marketing communications activities.
Apteco FastStats® and Apteco PeopleStage™ supported the CRM objectives for the NEC Group by working with event promoters to bring understanding to complex customer journeys in order to implement relevant, timely and personalised communications that delivered incremental revenue, by selling more tickets, faster
The robust and sustainable platform ensures email communications are smarter, more timely and targeted, which in turn results in higher engagement. The ability to automate complicated customer journeys coming on sale, has also increased.