Digital marketing campaign generates over 1.4x returns on campaign cost
case study
Case summary: 1.4 times return on campaign cost for BSH 2020
The British Society for Haematology (BSH) planned its 60th Annual Scientific Meeting for Birmingham in April 2020, and Kabloom started the annual digital marketing strategy at the end of 2019. When COVID-19 turned the meeting into BSH 2020 Virtual, the campaign had to change course.
What we did
Kabloom updated the strategy to drive registrations and explain the online format to the audience. We handled digital marketing, ad design and creation, ad campaigns and emails for professionals in the field of haematology. See more association case studies.
The results
The campaign generated more than 1.4 times its cost in return.
Why it worked
Adapting the message quickly, from a city meeting to a virtual one, kept registrations coming when many events lost momentum.
FAQ
How should an association market a congress that moves online?
Change the message as fast as the format. When BSH 2020 went virtual, Kabloom refocused the campaign on registrations and on explaining the online experience, and it returned more than 1.4 times its cost.
What makes Kabloom a strong choice for membership-focused associations?
Focus. Kabloom works with associations, so membership, registrations and non-dues revenue are the goals we plan around. We keep an association’s audience data from one year to the next, run membership and event campaigns side by side, and bill media at cost with no markup.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 8th, 2024.
As the 60th Annual Scientific Meeting (ASM) of The British Society for Haematology (BSH) was due to take place in Birmingham in April 2020, the annual digital marketing strategy was initiated by the team from the end of 2019. Due to COVID-19, the physical event was transformed into a virtual event, BSH 2020 Virtual.
An updated digital marketing strategy focused on driving registrations and engaging the audience regarding the online format.
registration
impressions
to congress website
virtual campaign
Organizer
British Society for Haematology (BSH)
Target Audience
Professionals in the field of haematology
Objective
Digital marketing campaign for driving congress registrations
Services
- Digital marketing
- Ad design and creation
- Ad campaigns
- Emailers
The updated digital strategy for the marketing campaign included:
- Digital ads on various online platforms and channels to extend reach to a global audience
- Emailers and other marketing efforts to drive traffic to the congress website
- Placing listings on a range of online calendars and event listing sites
In addition, BSH provided certain opportunities for free attendance, which allowed increased networking and knowledge sharing.
The final result in registration fees, covered the campaign cost at least 1.4 times over.
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