© 2019 Feathr
Informa is a leading business intelligence, academic publishing, knowledge and events business, headquartered in London. Its events division, Informa Exhibitions, is a global events organization that puts on over 200 major branded exhibitions annually. These events enable communities to gather, share information, conduct research, showcase products, generate leads, secure new business, and make sales and purchases.
One of Informa's exhibition brands is SupplySide, divided regionally into east and west. Covering multiple industries, SupplySide West is the largest gathering of health & nutrition industry professionals focused on dietary supplement, beverage, functional food, personal care, and sports nutrition innovation.
The busy show floor at SupplySide West 2018.
SupplySide West by the numbers:
SupplySide West is a big, bustling show. There's no denying the success the brand has already achieved, but because it covers such a broad selection of the enormous health and nutrition industries, there are no hard limits to its potential growth.
And because every event marketer wants to grow his show to its maximum potential, Informa Senior Marketing Manager Sky Dailey and the SupplySide team established a simple goal: reach more professionals in the industry verticals SupplySide West supports, and earn their registrations with compelling marketing. Simple enough, right? But marketing is never as simple as it sounds.
Unless you have Feathr, of course.
Working with Feathr Customer Success Manager Vivienne Rohan, the SupplySide team created a marketing strategy for SupplySide West 2018. The strategy included following Feathr's recommended best practices for retargeting campaigns, as well as a new product called Invites.
Feathr Invites is a simple partner referral program that can generate unlimited custom-branded referral collateral for event partners. Partners can then easily promote their involvement in your event by sharing the custom collateral on their website, social media pages, email, and other digital channels.
Invites also provides each participating partner with an analytics dashboard to track the progress and success of each Invites campaign, down to the last pixel. Invites puts the event in front of each partner's own audience, expanding the brand's exposure to new audiences while simultaneously promoting the partner's brand. It's simple, trackable, and mutually beneficial.
Nearly 5 months before the doors opened for SupplySide West 2018, the SupplySide team began running retargeting campaigns aimed at SupplySide West's online audience. Between June and September of 2018, Informa ran 5 web audience campaigns and one email list campaign, advertising important show updates to keep messaging fresh. The campaign structure (and respective examples of leaderboard creatives) looked like this:
A registration open campaign notifying Supply Side West web visitors that they should get their tickets now. This campaign ran for 11 weeks and earned 114 registrations.
A why attend campaign targeted to first-time website visitors and Supply Side West's email list. It ran for 9 weeks and earned 30 registrations.
A last chance campaign notifying visitors of an upcoming price increase in show tickets. Running for only one week, this campaign added 48 names to the reg list.
A campaign advertising new content in Supply Side West's education schedule. This campaign performed best, adjusted for time. It ran for two weeks and earned 210 registrations.
A drive-in campaign targeting web visitors within driving distance from Las Vegas, where the show was held. The drive-in campaign ran for 2 weeks and added 30 registrations.
For lots more campaign ideas and event marketing insights, check out the Feathr blog. Here's an article with more detail on how these campaigns work: 5 Ad Campaigns You Could Be RUnning Right Now to Get More Attendees.
SupplySide West's Invites campaign boasted participation from over 300 event partners. That's 300+ businesses sharing SupplySide West's marketing collateral to their own unique audiences. With all those new eyes on their marketing messages, Supply Side West's Invites campaign added 218 additional registrations to the show, and that additional revenue alone paid for Invites almost 9x over.
One of the 300+ co-branded landing pages Feathr Invites generated for Supply Side West 2018's partners. This single page added 28 additional registrations for the show.
Feathr's results for Supply Side West 2018's campaigns far outpaced the effort required to run them, and the revenue generated from the retargeting campaigns alone earned a 20x return on ad spend. For a show all about wellness, it looks like Feathr is helping to ensure SupplySide West is healthy for years to come. Here are the final numbers: