At a Glance
Industry
Trade Membership Association, Convenience & Fuel Retail
Role
Built and led a full-funnel digital marketing growth program.
Timeline
2018
scope
Research · Strategy · Copywriting · Paid Media · Lead Generation
Results
64 Leads
13.68% Completion Rate
64,167 Impressions
While working at a large trade association, National Association of Convenience Stores (NACS) we ran a lead generation campaign to acquire leads for future outreach for membership, events, or other products and services. Over the course of 30 days I ran this lead generation campaign with details and results highlighted below.
Acquire new contacts from convenience retail companies that are not currently members of National Association of Convenience Stores (NACS). The challenge was to target companies that fit within the narrow industry vertical, “convenience stores and gas stations”, while limiting extra spending by spilling over into other adjacent industries such as “general retail.” The campaign was run concurrent with marketing for the very popular annual tradeshow, The NACS Show, so this campaign’s creative was closely integrated with NACS Show creative.
Developed highly targeted LinkedIn campaigns to reach individuals at companies that fit within the industry vertical. Once contacts were reached, they were attracted by content that addressed their business challenges which enticed them to provide their contact information by offering something of value. Prospects were enticed by two different “lead magnets,” a downloadable brochure with detailed information about speakers and sessions for the upcoming NACS Show or the first 30 pages of a popular industry benchmarking report that sells for $299.
To achieve the precise targeting, the campaign was executed on LinkedIn using video ads and sponsored content (static images). In order to entice prospects to submit their information the campaign used two different “lead magnets.” One lead magnet was a downloadable brochure with detailed information about speakers and sessions for the upcoming annual tradeshow (The NACS Show), the other was the first chapter of a popular paid benchmarking report.
Video ads and static images showcasing NACS command of marketing research and testimonial videos from attendees on why they attend the NACS Show.
Number of new leads generated
Total views of LinkedIn content by target audience.
Percentage of prospects that completed the form after viewing it.
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