Case Study: Conference Targeting for a Fortune 500 Tech Company
A Fortune 500, $5 billion-dollar-revenue, publicly-traded multinational storage and data management company annually spends heavily to exhibit at the CiscoLive and other trade shows and conferences. Their top targets are the CIO's, CTO's, and senior IT decision-makers present in force at CiscoLive with the goal to earn their companies’ business.
To complement a six-figure spend to exhibit at the show in 2016 and 2017, the company used Captive Audience by El Toro to reach the approximately 28,000 attendees while they surfed the web via convention center wifi or the wifi at their hotel rooms. The goals of the campaign were to drive higher attendance to their their booth and education sessions, and to increase meaningful interactions with their target audience.
In 2016 the client used a single creative ad set. This campaign resulted in a .14% CTR which is roughly a 2.5X lift over the industry average of .06% Click-Through Rate (based on the Google Rich Media Gallery - Internet and Telecom Vertical, August 2017). The following year in 2017, they split-tested the creative assets into three different ad sets, serving them based on conference events. This added topical relevance and in-turn caused the CTR to skyrocket. CTR for these three topically relevant campaigns ranged from .24% to .27%, more than 4-times the national average.
Captive Audience by El Toro is the perfect digital tool to hyper-target events and locations replete with high-value targets to drive awareness, engagement, and ultimately business. It’s no bull-- El Toro works.
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