Association Marketing Boosts PCMA BEIW Event: 55,000+ Targeted Reach and 6,000 High-Quality Visitors Delivered in under 6 Weeks!
Working closely with the Professional Convention Management Association (PCMA) for their annual Business Events Industry Week (BEIW), Kabloom played a crucial role in the campaign’s success. The BEIW campaign generated 1.1 million impressions and nearly 6,000 social media engagements, reaching over 55,000 potential delegates and driving 6,000 visitors to the event website. By targeting four distinct niche audiences and utilizing Kabloom’s unique database of potential delegates, the campaign significantly boosted interest and engagement for an event that typically sees 500 attendees.
A key element of this strategy was differentiating between existing and prospective audience personas, both for attendees and event suppliers. Each advertisement set was meticulously designed to appeal to these distinct groups. Despite a tight timeline of under six weeks and the challenge of targeting multiple audience segments, the campaign successfully broadened the event’s reach, boosted website traffic, and increased engagement, marking a notable success.
Organizer
Professional Convention Management Association (PCMA)
Target audience
Event organizers, event planners, and professionals in the event’s industry
Objective
- Reach a diverse target audience
- Foster engagement among potential attendees and members
- Drive registrations
Services provided
- Audience generation
- Content and creatives
- Digital advertising strategy
- Reporting
- Supplier sign up: Clicks to landing page and brochure
The success of the PCMA BEIW campaign was a result of the following approach:
Strategic Collaboration: Developed a cohesive marketing plan with PCMA, encompassing outreach before, during, and after the event.
Audience Segmentation: Identified key personas for attendees and event suppliers, tailoring core messaging to meet their specific needs.
Customized Content: Designed segment-specific content and creatives with distinct color schemes to enhance brand recognition and messaging consistency.
Data-Driven Optimization: Conducted A/B testing to refine campaign messaging and channel selection, maximizing website visitors.
Geographic Precision: Engaged audiences at their peak levels of interest and activity through precise geographic targeting.
case study
Case summary: PCMA BEIW reaches 55,000 potential delegates in under six weeks
The Professional Convention Management Association (PCMA) asked us to promote its annual Business Events Industry Week (BEIW), an event that typically draws 500 attendees. The timeline was under six weeks, with several audiences to reach at once: attendees and event suppliers, both existing and prospective.
What we did
We built one plan with PCMA for outreach before, during and after the event. We defined personas for attendees and suppliers, used our database of potential delegates to target four niche audiences, and designed separate content and creatives for each segment with distinct color schemes. A/B testing refined messages and channels, and geographic targeting reached people when they were most active. Supplier sign ups were driven to a landing page and brochure.
The results
The campaign reached more than 55,000 potential delegates, generated 1.1 million impressions and nearly 6,000 social media engagements, and drove 6,000 visitors to the event website, all in under six weeks.
Why it worked
Separating existing and prospective personas, for attendees and suppliers alike, meant each ad spoke to one group. Testing early and targeting by geography let a short campaign make the most of every day.
FAQ
How do you promote an industry event on a short timeline?
Define the personas first, create content for each segment, and test messages and channels early. For PCMA BEIW this reached over 55,000 potential delegates and 6,000 website visitors in under six weeks.
Can one campaign target both event attendees and suppliers?
Yes, if each group gets its own messaging and creatives. The BEIW campaign targeted existing and prospective attendees and suppliers separately.
