World Masters Games 2017
Convincing the world to play in NZ.
In April 2017 the World Masters Games were held in our country for the first time. This incredible event saw more than 28,000 athletes, officials, supporters and volunteers from all over the world descend on Auckland to compete in 28 different sporting disciplines over 10 days.
SpeakData’s role was to use data integration, business intelligence and the Marketo marketing automation platform to enable personalised conversations between event organisers and nearly 100,000 prospects (collected from previous masters events and inbound marketing efforts). More than three quarters of these prospects lived outside New Zealand.
SpeakData’s Automated Prospect Conversion Strategy called for a series of best practice marketing automation tactics, such as smart algorithms, engagement scoring systems and dynamic segmentations to determine which prospects are ‘hottest’ and which of the 28 sports each was most interested in. Additional innovative tactics such as ‘scarcity alerts’ helped prospects avoid sellouts in their favourite sports. And always-on Marketo nurture programs encouraged database prospects towards registration via multiple alternative journeys and highly personalised conversations.
In the end, the Automated Prospect Conversion Strategy delivered 54% of the required registrations and ensured the event was a smashing sell-out success. With the participation objective met, WMG2017 went on to meet all its event KPIs and was declared “The best games ever” by IMGA President, Kai Holm, at the closing ceremony.