Driving CRM Growth and Email Automation for Enhanced Engagement
Wilde Marketing partnered with a major sports and events venue to develop a new Wi-Fi portal, creating an additional revenue channel while significantly improving audience engagement. This initiative enabled cross-promotion of events, streamlined email marketing automation, and enhanced content strategies, leading to a substantial increase in database growth and customer retention.
The Challenge
Despite hosting a diverse range of events, awareness among sports visitors about exhibitions and non-sporting events at the venue was only 16%. Additionally, the organisation struggled to acquire new email subscribers and create content that effectively engaged both sports fans and event attendees. Without an efficient way to cross-promote events and retain visitors, opportunities for increased revenue and engagement were being missed.
Approach
To transform the venue’s digital engagement strategy, Wilde Marketing designed and implemented a Wi-Fi portal that served as a central platform for capturing audience data, driving event awareness, and automating marketing efforts.
- Wi-Fi Portal as an Engagement Tool – Developed an intuitive, branded Wi-Fi login experience that introduced users to upcoming events while capturing key audience data.
- Event Cross-Promotion & Email Automation – Integrated the portal with the existing CRM and email marketing system, allowing for automated, personalised communications based on user interests.
- Landing Page Optimisation & GDPR Compliance – Ensured seamless user journeys from the portal to relevant event pages while adhering to GDPR regulations for data collection and marketing consent.
- B2B and B2C Retention Strategy – Created tailored messaging for business and consumer audiences, positioning the portal as a valuable tool for sponsors while improving direct communication with attendees.
Total Database Growth
Results
The initiative delivered significant audience growth and engagement, increasing the sports team’s database by 26% to 60,000 contacts and expanding the venue’s database by 44% to 90,000. This not only boosted customer retention but also provided a more effective way to promote events, drive ticket sales, and generate long-term revenue opportunities through enhanced marketing automation.
Wilde Marketing continues to help sports, entertainment, and event-based organisations maximise audience engagement through innovative digital strategies that drive measurable results.
