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Our nomination for Integrated Campaign of the Year – B2B shines a spotlight on talent,collaboration, and innovation.
At IMS Marketing, a LOCOMOTIVE Agency, nothing gets our team more excited than a challenging project. So, when event production agency AVCOM approached us to redefine their place within the events industry, we leapt at the opportunity. What followed was the Future of Events campaign, an integrated strategy created alongside Comit that took awareness of AVCOM to whole new heights…
Our Nomination
The core aim of our Future of Events campaign was to elevate AVCOM’s industry position as a thought leader. To measure the effectiveness of the campaign, we worked off key targets such as increasing awareness and engagement, generating report downloads, and positioning AVCOM as a thought leader within the events industry.
This strategy had to contend with reduced events post-pandemic. As such, corporate events needed to undergo a rejuvenation process, a rebirth of sorts. The industry needed to know that a new future of events was underway, and AVCOM’s target audience needed a reason to opt for a premium event partner.
To give them this reason, the Future of Events campaign had to be two-pronged:
- To garner respect in the right circles, the campaign had to have a PR focus.
- To effectively reach and engage predominantly millennial audiences profitably, amplification through digital channels was crucial.
Comit undertook the task of designing and executing the study. This involved mapping out the right questions that would unveil the data inclined to engage event managers, and reaching and engaging with this complex B2B audience. We targeted this audience through digital (LinkedIn ad targeting, display, SEO, organic LinkedIn) and email to nurture leads and maintain ongoing engagement.
We then integrated key takeaways from data and statistics into emailing marketing, carousel ads, and website touchpoints to engage the right target audience. Our emailing marketing work, for instance, aimed to nurture leads through the buyer’s journey from awareness to consideration by using HubSpot’s automated workflows.
The Outcome
The Future of Events campaign yielded many incredible results across the three established key targets.
Our awareness and engagement efforts saw 171,229+ impressions generated from LinkedIn Ads, with 5,400+ impressions generated from organic LinkedIn posts. AVCOM’s organic LinkedIn followers also grew by 26%, exceeding the 15% growth target.
Within three months of the campaign’s launch, AVCOM was mentioned in more than 10 leading publications, including Forbes and the Irish Independent and AVCOM also secured speaking engagements at several international industry events, including:
- ● IMEX Las Vegas
- ● EMEC Conference Brighton
- ● IMEX Frankfurt While the goal of this campaign was to grow
AVCOM’s brand presence and awareness, we succeeded in delivering 565 downloads for the report (11% above target), within a very niche and competitive industry. Building a targeted first party data list of this size for a B2B client within the small Irish market is a huge achievement, and a testament to the power of data and creative visuals in engaging target prospects. Growing AVCOM’s targeted email list, has also enabled us to expand our digital marketing efforts, through integrating segmented email campaigns designed to nurture key prospects over time.
Client Quote
“Partnering with IMS Marketing and Comit has been a game-changer for our business. Their exceptional digital marketing expertise and strategic approach have significantly elevated our brand’s presence in the digital landscape. From the onset, they took the time to understand our unique needs and crafted tailored solutions that have delivered outstanding results.”
Managing Director of AVCOM, Paul Murphy,
IMS Marketing is a multinational agency, part of LOCOMOTIVE, a USA based B2B performance agency based in Raleigh, North Carolina. We specialise in B2B digital marketing, web design and development, branding and marketing strategy.
Keep up with IMS Marketing by visiting our website or following us on LinkedIn. To learn more about LOCOMOTIVE, visit our website.
