Amplifying Attendance for GS1 Connect 2023
Background
GS1 US, a key member of the global GS1 organization, is committed to developing and maintaining standards for supply chains across various industries. Each year, GS1 US hosts GS1 Connect, a premier event designed to bring together industry leaders to share insights, best practices, and innovations in supply chain management.
The Challenges
In 2023, GS1 US set an ambitious goal of driving 80 paid registrations for their GS1 Connect event in Denver, Colorado. Achieving this required a strategic and robust marketing approach to amplify event visibility and encourage conversions, all while competing in a crowded digital advertising space.
The Solution
Implementation
The campaign launched on February 13, 2023, and concluded on June 4, 2023. It was strategically segmented into distinct stages to guide prospective attendees through the decision-making funnel:
- Awareness & Engagement: Display and Discovery campaigns generated maximum impressions and directed users to the event landing page.
- Conversion: Search and social media campaigns converted engaged users into paid registrants.
Audience targeting included recent website visitors, lookalike audiences, and custom segments based on user behavior and interests.
The Results
AOK Marketing’s strategic efforts led to unprecedented success, far surpassing GS1 US’s initial goals.
Key outcomes included:
- Total Paid Registrations: 250 (312.5% of the original goal).
- Platform Performance:
- Google Ads: 141 conversions, 73 million impressions, 65,785 clicks, at a cost of $66,308.81.
- Microsoft Ads: 6 conversions, 299,633 impressions, 1,651 clicks, at a cost of $3,713.52.
- Meta Ads: 103 conversions, 7,287 clicks, at a cost of $15,178.02.
Conclusion
Through meticulous planning and execution, AOK Marketing significantly boosted attendance for GS1 Connect 2023, achieving over three times the original registration target. This campaign demonstrates the power of a targeted, multi-platform digital advertising strategy in driving event participation.
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