Association Marketing Boosts PCMA BEIW Event: 55,000+ Targeted Reach and 6,000 High-Quality Visitors Delivered in under 6 Weeks!
Written by the CEO of Kabloom, Richard Torriani. Updated on July 9th, 2024.
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.
Organiser
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.
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