To promote Konica Minolta’s booth at PRINT 18, CSI executed a full-scale event marketing program utilizing both digital and traditional placements.
About the Project
Konica Minolta, a global leader in business technology and IT services, was looking to drive traffic to their booth, increase brand awareness, and draw attention to their new line of commercial printers at PRINT 18, the largest commercial printing trade show in North America.
We dove in and conducted a full audit on the past three years of Konica Minolta’s marketing program and overall presence at the PRINT show. We also researched how other tech brands were presenting and marketing their technologies and services around industry-specific events, and pulled on our category specific resources for the relevant data.
Custom segments for the show attendees were developed, and organic browsing behavior was analyzed to help inform our targeting strategy.
Here is what we found:
- By optimizing the prior year’s spend, we could be more targeted in our approach, reduce costs on the direct-to-publication buy, and use the savings to implement some new and more effective marketing technologies.
- There was a huge opportunity around social and mobile advertising at the show, since most brands were using more traditional tactics.
- The largely older, more male audience was more apt to research new products online prior to the show, and were more likely to visit third-party sights, which would influence the booths they visited.
CSI proposed and executed a full-scale event marketing program which utilized a variety of digital and traditional placements. Original native content was targeted to the sites where the audience would be browsing before the show. A paid social campaign was used to retarget users that had viewed our content, and geofencing was implemented for mobile ads.
We also worked with the Konica Minolta’s creative agency for the job, Jack Morton, to bring commercial printing to life with an eye-popping campaign that grabbed the audience’s attention.
Konica Minolta was able to garner over 19k unique engagements, 1.1 million impressions, and substantially increase traffic to the booth YOY.