case study
Surpassing registration goals: Psychiatry congress digital marketing campaign outperforms target by 15%
Written by the CEO of Kabloom, Richard Torriani. Updated on June 5th, 2024.
Kabloom achieved an outstanding result, exceeding the registration targets for the EPA 2023 Congress digital marketing campaign by an impressive 15%. The primary objectives included increasing registrations, abstract submissions, and boosting event brand awareness.
Through meticulous market research, Kabloom harnessed data-driven strategies, incorporating segmentation and persona identification. This approach led to remarkable achievements, including 73% growth in total abstract submissions, a 45% increase in paid registrations, and a noteworthy upswing in ‘keep-me-updated’ contacts driven through website leads.
Organiser
The European Psychiatric Association
Target Audience
Psychiatrists, Mental Health Professionals
Objective
Congress awareness, resulting in abstract submissions and registrations for the EPA 2023 Congress.
Services provided
- Digital marketing strategy
- Website creation and optimisation
- E-mailer campaigns
- Social media management
- Digital advertising and remarketing
- Onsite brand awareness and SM posting
The strategy for exceeding registration goals 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.
