Every year, Automechanika Birmingham executes an award-winning automotive trade show that attracts exhibitors, sponsors and visitors from the UK and Europe to network and connect with like minded automotive aftermarket and supply chain professionals. For the last 2 years (2016 & 2017) we were proud to contribute towards the success of the event.
The trade show marketing briefs we receive always include 2 points: MORE registrations and MORE visitors. Our personal goal for this campaign was to achieve 1500 registrations, which would be approximately 12.5% of their total registrations.
Now, as I’m sure you can imagine, generating 1500 registrations via social media channels isn’t a walk in the park, nevermind getting attendees to physically walk through the doors, so we really had to come up with an ace strategy.
Taking what we’d learned from previous years, we constructed our messaging along a purchasing funnel with defined ‘Awareness,’ ‘Consideration’ and ‘Decision’ phases.
We aimed to reach our goal by means of an omni-channel strategy using primarily social media channels, including Facebook, Twitter and LinkedIn.
By using the total campaign budget and dividing it by the number of registrations generated, we calculate the average cost per registration at £11.43.
These case studies cut through the rah-rah of how great we think we are and shows you the cold hard facts, which are pretty undeniable.