Registration revenue covers cost of marketing investment
case study
How registration revenue covered a regional medical congress’s marketing investment
A leading regional medical association needed to transform its congress and reach healthcare professionals well beyond its usual audience. Kabloom ran digital marketing and social media management for the campaign.
What we did
From July 2020, we changed the marketing approach. We identified and targeted new personas, a larger audience beyond the existing geographic and economic boundaries. We significantly increased communication frequency, daily budget allocation and channels, and updated messaging and branding throughout. See more of our digital advertising for associations.
The results
International awareness of the congress improved dramatically. It drew its most international audience to date, with 65 countries represented, and registration revenue covered the marketing investment.
Why it worked
Widening the audience was the turning point. New personas and markets brought delegates the congress had never reached before.
FAQ
Can digital marketing pay for itself for an association congress?
It can, when it is planned around registrations. For one regional medical congress, Kabloom’s campaign reached delegates from 65 countries, and registration revenue covered the marketing investment.
How can an association grow membership with digital marketing?
Start with the audience your conference already reaches. Kabloom builds personas from event and campaign data, then runs year-round campaigns that move those professionals from attending to joining. Because we track every conversion, you can see which channels bring in new members and where to spend next.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 22nd, 2024.
Having successfully rolled out two digital marketing campaigns in 2018 and 2019 for a leading regional medical association’s congress, a drastic change was made three months before the 2020 edition after the decision was made to transform it into a virtual congress.
registrations
impressions
website leads
open rate
added to database
Organizer
Leading regional medical association
Target Audience
Healthcare professionals
Objective
Digital marketing campaign for transformation of leading regional medical congress
Services
•Digital Marketing
•Social Media Management
As from July 2020, fundamental changes in the marketing investment strategy was actioned:
- New personas were identified and targeted (a larger target audience outside of pre-existing geographic and economic perimeters)
- Significantly increased communication frequency timelines, daily budget allocation and channels
- Messaging and branding were updated throughout
These additional initiatives helped dramatically improve international awareness of the congress, which saw a turnout by the most international audience to date with 65 countries represented.
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