Integrated Event Marketing Campaign
Grow attendance to this member-only conference by retaining past attendees and acquiring new attendees. Find a way to reach potential attendees from a niche audience without having their direct contact information. Craft and communicate unique value propositions to distinct segments with only one track of event programming.
Develop an integrated campaign that utilizes multiple channels to generate awareness to convenience retailers who have never attended in addition to providing a compelling reminder to past attendees. Communicate the key value of the event which is to learn about trends impacting the convenience and fuel retailing industries.
This integrated campaign utilized paid and owned channels including: email, print mailers, print ads and covers in trade publications, Facebook, Google Display, Search, and LinkedIn paid campaigns, retargeted banner ads, content marketing, cross-promotion at other NACS events, partnership placements in industry newsletters and web sites, and word-of-mouth.
