Retargeting campaigns for awareness, conversions, and retention
While MHI’s overall strategy included traditional touchpoints like direct mail and print ads, it leaned heavily toward digital. Feathr’s Implementation Services team helped MHI create, track and optimize a variety of digital marketing campaigns around awareness, conversions, and retention.
For the awareness campaigns, the goal was simply spreading the word about ProMat 2019 to new and existing audiences. To accomplish this, they ran seven geofencing campaigns targeting the locations and dates of similar industry events, one email mapping campaign to a list of former attendees and registrants, and two lookalike campaigns to target new prospects that matched their existing audience.
As prospects became engaged with the awareness campaigns, Feathr implemented event feature campaigns focused on converting prospects to registrants. Together, the two retargeting campaigns promoting event features brought in 1,958 registrations.
For retention, they launched several campaigns aimed at keeping registrants engaged and recapturing those who abandoned registration. Their cart abandonment campaign secured an additional 533 registrations.
Lastly, since there’s no cost for admission to ProMat, they also ran upsell campaigns to help MHI generate revenue in other ways. As free events often see higher drop-off rates from registration to turnout (since there’s no upfront investment to attend), Feathr ran two campaigns to reduce drop-off and keep registrants excited about attending.
In addition to running all of these campaigns, Feathr’s Implementation Services also designed the creative assets – emails, ads, landing pages – and met weekly with MHI to do content refreshes as the event drew nearer. The teams tested out a variety of designs and styles, including some animated ads.
For Morgan Pettrone, MHI’s content marketing manager, while their creatives were engaging at the start, “the sheer volume of exposure meant it was getting stale more quickly. Because of this, we had to change up our content frequently leading up to the show, and the Feathr team was available to help us make that happen,” she said.