The challenge faced by SME XPO was to drive awareness and increase participation in the UK's leading event exclusively tailored for SME founders and decision-makers.
The primary goal of the campaign was to attract registrations for the event and achieve substantial growth in the number of visitors year on year (YOY).
To meet these objectives, the team needed a comprehensive and effective multi-channel marketing strategy that could reach a wide audience and create significant buzz around the event.
The Leadology™
For SME XPO's ambitious campaign to boost awareness and participation in the UK's premier event tailored for SME founders and decision-makers, we crafted a comprehensive multi-channel marketing strategy. The central objective was to drive registrations for the event and generate significant excitement within the target audience.
We harnessed the power of Google Search advertising to capture the attention of individuals actively seeking information about business expos. By designing targeted keyword campaigns, SME XPO's presence was prominently featured in relevant search results, directing individuals to register for the upcoming event.
Recognising the significant presence of SME founders and decision-makers on LinkedIn, we devised a strategic campaign on this professional platform to engage a high-quality audience genuinely interested in business opportunities and industry events.
To extend our reach even further, we capitalised on the vast user base of LinkedIn. Employing targeted advertising, we effectively reached demographics, interests, and behaviours aligned with the event's target audience. This broader social media outreach ensured that the campaign resonated with a wide range of potential attendees, enhancing the event's visibility and appeal.
Additionally, we helped to implement an engaging Twitter strategy. Our efforts paid off significantly, as the event's tweet impressions skyrocketed by over 2 million, solidifying its online presence.
The Result
Our meticulously planned multi-channel marketing campaign for SME XPO achieved remarkable outcomes, propelling the event to unparalleled success.
The campaign's effectiveness in raising awareness and driving registrations resulted in an astounding 600% growth in the number of event attendees year on year. This exponential increase in footfall demonstrated the campaign's exceptional ability to attract SME founders and decision-makers from various industries, making SME XPO the must-attend event of the year.
The impact was particularly evident during a single week, where registrations surged by an impressive 350%. This sharp spike in sign-ups showcased the campaign's capacity to generate swift and substantial interest in the event, creating a sense of urgency and enthusiasm among potential attendees.
Our strategic efforts on Twitter yielded substantial engagement and interactions, driving the event's online conversation to new heights with a growth in tweet impressions by over 2 million.
”DigitalKOG’s strategically executed multi-channel marketing approach enabled SME XPO to achieve unprecedented success in driving awareness, attracting registrations, and ultimately growing its event attendance exponentially. Beyond immediate results, the campaign laid the foundation for future success, cementing SME XPO's position as the go-to event for SME founders and decision-makers in the UK market.
Ana-Maria ButaruMarketing Manager, SME XPO
