With vaccinations climbing and mask mandates lifting, event marketing is poised for a strong return in Q3 and Q4. In fact, 82% of professional event planners surveyed report that they will hold live meetings this year, according to Northstar Meeting Group data from May 2021.
Out-of-home advertising is the perfect compliment to your event marketing campaigns. Outdoor ads provide the unique opportunity to extend your event reach, increase your message frequency, and boost impact with eye-catching ad units that stand out among a sea of exhibit booths and conference banners – all at a highly-efficient cost. (Out-of-home does, after all, offer the lowest CPMs of all traditional media channels.)
Out-of-home advertising also allows you to engage event and trade show visitors throughout their attendee journey – including before and after scheduled events, when attendees are less likely to be inundated with competitive messaging. For example, you can:
- Use airport advertising to establish a first touchpoint with event attendees as they are traveling into the market.
- Leverage taxi toppers, car wraps, transit advertising, and digital truck ads to reach event-goers as they move around in the market, including traveling to and from the event venue.
- Use place-based advertising to engage attendees after-hours, at places like restaurants, tourist attractions, gyms, or retail stores.
And outdoor advertising can be especially helpful when you're faced with inventory shortages for last-minute initiatives. This was exactly the situation that Faith Storey, then growth marketer at legal technology company CaseText, found herself in for a recent campaign. We loved hearing about her creative use of out-of-home (OOH) ads to overcome a common media planning challenge, so we asked her to share some insights with our lovely blog readers. Read the brief but informative interview below.
Inside the Campaign, with Casetext’s Faith Storey
Q: Tell us about your event marketing campaign. What was the goal?
We’d planned to launch our new automated brief drafting platform, Compose, at the ABA Techshow, so we really wanted a huge presence at the conference to drive awareness.
Q: Why did you consider OOH to support your new product launch?
As a technology company, we move fast. Our marketing needs to be agile. But conference sponsorship opportunities are often sold months in advance, and we weren’t ready to lock up that budget until it was too late. We secured the budget to invest in the conference less than a week before it started. Obviously, at that point, the best on-site inventory was already taken. We couldn’t justify the cost for the placements that were still available – they simply didn’t deliver enough value to ensure that we’d reach our efficiency goals.
OOH transit billboards offered a good alternative: they are unique, eye-catching, and able to generate buzz; they are cost-effective; and they can perfectly target conference attendees. No other non-digital media channel – short of high-priced conference sponsorships – can so precisely reach event-goers.
But, honestly, I was hesitant to consider OOH, at first…
Q: Why were you hesitant to consider OOH?
I was nervous about it. I heard the process of launching an OOH campaign was slow and manual – requiring a lot of back-and-forth with various sales reps. As a performance marketer, I tend to avoid anything that requires me to email any sort of rep.
And we had a super short timeline (less than 48 hours!) to pull it all together...
That’s one of the reasons why AdQuick’s platform really appealed to me.
Q: Did working with AdQuick change your perception of OOH?
Definitely. The entire process was so easy. I knew I had someone by my side to help me execute the campaign flawlessly, and that I didn’t have to be an OOH expert. This is so valuable, because OOH experts are hard to come by.
I also appreciate the self-serve platform. Performance marketers prioritize self-service – it saves both time and money. And AdQuick’s platform is intuitive and easy-to-use.
Q: Did you also run ads in other channels?
Of course! We ran precision-targeted digital ads, including ads on Twitter. I’ve found that OOH and digital campaigns compliment one another well. When run simultaneously, you can reach your target audience with multiple touchpoints to further boost awareness and increase message association.
Q: How did you measure campaign success? And how did it perform?
It was definitely a success. We monitored social buzz related to the launch throughout the campaign, and we beat our benchmark by 2.2x. Much more importantly, the campaign kicked off several conversations with large prospects that turned into sales. New business generated during the conference amounted to an ROI of over 320%!
And on a personal note, our CEO was so impressed that I was able to execute this campaign on such short notice. I was the hero of the launch!
Q: What’s next for you?
I’ve actually decided to go freelance! If any of your readers need a data-driven, growth/performance marketer to manage their paid acquisition campaigns, they should visit https://faithstorey.com to learn more about my services!
Want to discuss how out-of-home advertising can help amplify your event marketing campaigns? Our OOH experts are happy to help brainstorm ideas and/or develop OOH plans perfectly tailored to your unique campaign KPIs. Chat with one of our OOH experts today.