The strategy was implemented by:

• Maximizing awareness and view-through conversions with a holistic and omni-channel approach that included additional strategies and marketing tools.

• Executed frequent and targeted promotions across multiple channels to maintain audience engagement.

• Tailored marketing efforts to reach specific personas and target groups, focusing on increasing physical attendance and broadening the event’s exposure.

• Continued to build and expand data pools and GDPR-compliant databases, providing a valuable resource for future events and promotions.

• Leveraged established audience data pools to engage attendees and encourage in-person attendance.

• Launching an onsite gamification competition encouraging social interaction and sharing throughout the congress. QR codes were placed around the venue, encouraging participants to participate in each activity.

• Executing a marketing campaign on-site to retain registered participants’ interest and attract a broader audience to increase the number of new followers.