using effective digital and social media targeting efforts to grow event attendance
the solution: digital marketing + Social Media Marketing Strategy
The NAPA team hired AmpliPhi to build a digital marketing and social media marketing strategy to help achieve this goal.
The Challenge
The National Association of Plan Advisors (NAPA) is the qualified plan-focused arm of the American Retirement Association. The largest event conducted by their team annually is the NAPA 401(k) Summit.
The team was tasked to grow event attendance from 1,300 to 2,000 over a five year period (2015 - 2019).
What's involved:
- Research and uncover new potential attendees
- Set up retargeting methods and channels
- Implement conversion tracking
Technology
Implement technologies to cookie and target visitors
Creative
Ensure consistent messaging across various platforms
Paid Ads
Utilize appropriate platforms to show ads to target audience
Technology
Added technology from LinkedIn + Facebook to ensure visitors to websites were correctly targeted with follow-up advertisements, increasing likelihood to purchase.
Creative
Posts with video have 48% more views than posts that do not. One video was created to communicate messaging across platforms to designated audience(s).
Paid Ads
- Website visitors
- Social media engagers
- 100% cold audience
- Use targeting based on your customer profile: Demographics, Audience Attributes, Member Skills, etc.
The Results
key stats
25% increase in advisor attendees in 2016
20% increase in advisor attendees in 2017
44% decrease in projected cost per acquisition (CPA)
29% decrease in projected cost per click (CPC)
The Outcome
The strategies and associated tactics beat the benchmark a full year ahead of schedule, breaking 2,100 attendees as early as 2018. Research and hands-on management of campaigns allowed for lower than project costs for the overall campaign.
Meet the Author
spencer smith
Spencer X Smith is the Founder of AmpliPhi, and an instructor at the University of Wisconsin and Rutgers University. He was formerly a VP of Sales for two Fortune 100 companies.
Spencer is deemed a “Social Media Expert” by Forbes, and AmpliPhi is the winner of five consecutive (2016-2020) InBusiness Magazine Executive Choice Awards for Social Media Consulting Company. Spencer has spoken at over 250 events since 2015, including presentations at the New York Stock Exchange, the Superdome in New Orleans, and Gillette Stadium in Boston.
His book "ROTOMA: The ROI of Social Media Top of Mind" was featured in Forbes and is an Amazon Bestseller.