Targeted personas boosts ABA TECHSHOW 2025 results by 30%
For the ABA TECHSHOW’s 40th anniversary, Kabloom developed multiple audience personas to define a clear Total Addressable Market (TAM), enabling highly focused digital outreach. Targeted messaging combined with striking, persona-specific visuals played a critical role in the success of the campaign. By aligning creative design with the distinct motivations for attending, we ensured every ad resonated with its intended audience.
This creative precision fueled the launch of numerous targeted ad sets across channels, each tailored to engage a specific segment. Continuous A/B testing allowed us to optimize performance and ultimately drive stronger engagement and increase registration revenue by 30% from the previous edition.
Organiser
American Bar Association
Target audience
Solo and small firm practitioners, mid-sized firm practitioners, legal technologists/consultants and law students
Objective
- Expand reach beyond the current database
- Engage potential attendees with key messaging and benefits
- Build brand awareness through attention-grabbing ads
- Drive website traffic for registrations and more info on ABA TECHSHOW
Services provided
- Multi-channel digital advertising
- Audience segmentation & geo-targeting
- A/B tested messaging and ad creatives
- Performance tracking and strategic reporting
Key strategy for ABA TECHSHOW 2025:
Budget optimisation: Front-loaded media spend during early bird phases to create urgency and drive momentum.
Targeted geo-advertising: Focused on high-value regions to drive localised engagement and increase single-day pass registrations.
Audience expansion: Reached beyond the current database by targeting key professional segments to drive new registrations.
Non-member conversion: Focused on converting non-members, resulting in significant revenue growth and insights for future membership strategies.
Phased campaign approach: Utilised a strategic, month-by-month campaign cycle with targeted messaging to maintain engagement and maximise ROI.
case study
