Materials Handling

Materials Handling

Intro

How do you promote an inaugural event effectively in a new region, ensuring that your message reaches your ideal visitors and stakeholders, while reducing wasted ad spend?

Materials Handling Saudi Arabia 2016, was the first event of it’s kind to be held in the Kingdom of Saudi Arabia, following the success of the sister event, Materials Handling Dubai in 2015.

How do you promote an inaugural event effectively in a new region, ensuring that your message reaches your ideal visitors and stakeholders, while reducing wasted ad spend?
pagespeed

Materials Handling Saudi Arabia 2016, was the first event of it’s kind to be held in the Kingdom of Saudi Arabia, following the success of the sister event, Materials Handling Dubai in 2015.

DETAILS

Taking The Social Effect to
The Next Level


LinkedIn – The Driver of Community

At The Social Effect, LinkedIn communities often form the cornerstone of our approach. LinkedIn Groups (or communities, as we like to call them) offer a way to create genuine dialogue between our clients and the market they serve, as well as the stakeholders they engage with. Vibrant communities generate vibrant discussions between members and promote the free exchange of ideas and opinions.

To measure vibrancy, we look at engagement as the Key Performance Indicator. During the 21 Weeks of the LinkedIn Group Campaign, the community scored a weekly average of 4.80% engagement points, well above the LinkedIn Group engagement benchmark rate of 1.75%. Through the lifetime of the group, the average total engagement was a whopping 35.13% of the membership total – a very vibrant group indeed!

This level of engagement was achieved by seeding discussions into the group that touched upon the latest and most topical issues facing the Materials Handling industry. Successful discussion would unleash a flourish of conversation, opinion and most importantly – knowledge sharing and learning.

Materials Handling Middle East
Single vendor vs. multi-vendor: waht's the best aproach, and why?
Total Progress

LinkedIn Group Membership and Growth

Ensuring the value of the community to both the members and the client comes down to gatekeeping: ensuring only the right prospects join the group. Membership in the community was tightly controlled and only a select list of Tier 1, Tier 2 and Tier 3 prospects was recruited.

LinkedIn Group Membership and Growth

Throughout the campaign, the LinkedIn group was used as a promotional tool for the Materials Handling Middle East event, with Weekly Announcements, one-on-one messages and discussion posts promoting the event and driving the targets to the event website.

Facebook Business Page – Creating a Long-term Social Asset

A Facebook Business page was the starting point for our Facebook initiative. Not only would we need an official Facebook page in order to make use of Facebook’s varied and specialised ad formats, but we wanted to create a more accessible social asset that could be reused for future events.

Facebook Business Page – Creating a Long-term Social Asset

Throughout the campaign, the LinkedIn group was used as a promotional tool for the Materials Handling Middle East event, with Weekly Announcements, one-on-one messages and discussion posts promoting the event and driving the targets to the event website.

Social Account Based Marketing – Bringing B2B to Facebook in a Big Way

In order to extend our reach beyond LinkedIn, we looked at Facebook. Although Facebook is not conventionally seen as a B2B platform, we know that it is just as powerful in the always-on, mobile, and socially connected world we live in.

Facebook boasts an active user count of 1.89 billion and 1 out of every 5 digital minutes is spent on one of Facebook’s suite of apps (Facebook, Instagram, Facebook Messenger and WhatsApp). This makes Facebook a channel that cannot be ignored.

The Facebook Family

Although Facebook boasts fantastic targeting capabilities, we brought Account Based Marketing tactics to bear and used omni-channel content marketing and data capturing to construct a Facebook Custom Audience of desired exhibitors and attendees.

Using a staged approach and varied ad formats (Brand Awareness Ads, Website Click Through Ads and Video ads), we delivered the Materials Handling Middle East message to the newsfeed of the target market, wherever they engaged with Facebook – be that at work, at home, or on the golf course.

Results

The ads were a success, delivering 1871 visitors to the Materials Handling Saudi Arabia website, of whom 877 visited the registration page and assisting with 47 registrations (as shown through the Facebook Attribution below). 15 Registrations could be directly attributed to Facebook Ads, which means that these registrants registered on the page after being taken to the page from an ad..

Materials Handling Middle East
Materials Handling Middle East

Summary

Through the use of two Social Media powerhouses, Facebook ‘Connecting you to the people around you’ and LinkedIn ‘The world’s professional newsfeed’, we were able to help the Messe Frankfurt team achieve the results they were after.

Achieving these results through the use of only one channel would not have been possible. When it comes to social media event marketing, instead of sticking to the tried and trusted LinkedIn for B2B, it’s best to mix it up with the people’s favourite, Facebook, for the best results

Your Agile B2B Marketing Team

From community managers to paid media experts, data geeks to creatives and everything in between, our team of digital marketing professionals is eagerly awaiting their next B2B marketing challenge. Do you have one for us?