Musiikkitalo – business events
The Helsinki Music Centre Musiikkitalo hosts hundreds of business events every year, but is mainly known as a concert hall. At the beginning of 2018, the decision was taken to revamp the marketing of business events. The main objectives are to strengthen the attractiveness of Musiikkitalo as a venue for a variety of business events and to provide a smooth and consistent service experience for business customers through closer cooperation between marketing and sales.
Starting point
Located opposite the Parliament House in Helsinki, Musiikkitalo is seen as a public space, a concert hall and one of the Sibelius Academy's venues. The halls and facilities of Musiikkitalo also provide a great setting for various business events, so the aim was to raise awareness of the world-class facilities it offers to the people responsible for such events.
The aim was to strengthen Musiikkitalo's position and recognition as a venue for a wide range of business events, seminars and parties. In addition to its versatile halls, the building's high quality technical services will provide an impressive experience for audiences of both large and small events.
The goal was to make a clearer distinction between marketing to business event audiences and Musiikkitalo's consumer offerings. There was also a need to improve the collaboration between marketing and sales, which would contribute to delivering an even better customer experience by streamlining internal processes.
See the video in Finnish
Execution
Musiikkitalo's business sales success plan aims to create an even better customer experience from the very first contact. The three-year plan includes creating a visual identity for the business sales, an active online presence and lead generation through inbound marketing and marketing automation, as well as productization of the services. Progress will be monitored and steered through regular meetings.
The first concrete steps were to define the main buyer personas, their buyer's journeys and content strategy for business sales. The business sales was given its own visual identity, and content production and distribution were launched on the various channels. Along the way, the need to define a new buyer persona was identified, and content design and other measures are refined in a flexible way according to the needs as they come up.
The stylish visual identity is reflected in the event organisers section of the Musiikkitalo website, in the brochure and in advertising. Visitors are made more aware of the business potential of the venue, for example through information displays and messages printed on napkins. Blog posts and guides on topics of interest to event organisers are produced and promoted, including through social media advertising.
- Brochures and other information channels support business sales
- Blog posts, videos, reference stories and downloadable materials provide useful information and tips for event organisers
- Increasing website traffic through targeted social media advertising
- New content will be produced according to a plan that's updated three times a year
See more on our client's website: www.musiikkitalo.fi
Successes
+20% increase in RFQs
Long-term development and improvement in execution
Creating a client-centred approach
Our client says
"We are well on track to meet our sales targets. In terms of leads, requests for quotes and offers, the growth has even exceeded what we expected."