At first, McKeown wasn't sure if AGA was large enough to warrant the use of a tool like Feathr, but after seeing its capabilities and hearing success stories from other associations, she decided to give it a try.
Sponsors hungry for opportunities
The marketing team initially used Feathr for membership and certification campaigns and eventually transitioned into event marketing. Using Feathr Ads and retargeting strategies like geofencing, search keyword, and email mapping campaigns, Feathr helped AGA reach new members at all levels of government, regardless of their physical location.
McKeown wasn't sure what to expect when they implemented Feathr. "Obviously, I had high hopes going into it, but I've been completely blown away with the results we've received! I wholly trust everyone I work with at Feathr. I know I can turn over our collateral, they'll produce something that looks amazing, my whole team will be happy, and it will get results."
Targeted ads and email campaigns increase revenue
In 2022, AGA hosted its largest annual event, Professional Development Training (PDT), in Anaheim, California. After two years of running virtually, this year's hybrid event brought in its largest crowd ever – 2,811 registrants.
By combining retargeting strategies with high-converting cart abandonment emails during the tail end of the campaign, Feathr increased ticket sales by 10%, or $231,000. In addition, AGA increased its audience reach by 80,000 people while serving 343,172 ad impressions. All of these results came in for less than $2,000 in ad spend — music to the ears of an accountant.
McKeown attributes much of the conference's success to Feathr and a marketing strategy that included a digital focus. "Feathr helps us follow potential and existing attendees around the internet, saying 'Hey, remember me?' driving them to our events. It's an amazing tool to have in our toolbox and an investment that pays dividends."