Background
In 2023, Green Energy Solutions (GES) participated in CON-EXPO, an annual trade show for the construction industry, and the largest of its kind in North America. Leading up to the expo, GES sought support from Uptimize Marketing to build and execute an awareness campaign letting attendees and potential customers know they would be available at the event. We aimed to target the right audience and promote their brand to encourage potential contacts to visit their event booth.
The goals of this project were:
- Inform people in the industry of GES’s presence at CON-EXPO and provide information on how to find them at the event
- Build awareness of GES and what they offer
- Generate booth activity for onsite staff
Strategy
We used a multi-channel approach for this campaign, utilizing retargeting, search, and social ads to maximize our reach and impact. Our strategy involved creating targeted ads that provided information on their presence at the event. We used creative showing GES’s actual product in use. We also built a landing page that matched the ads’ branding, providing more information about GES and how to locate GES at the expo. Our retargeting ads kept GES top-of-mind for attendees in the weeks leading up to the event.
Results
Ads ran for four months, December through March, corresponding with the close of CON-EXPO. During this time, engagement with retargeting ads increased as prospective visitors solidified their plans to attend CON-EXPO and more users visited the website and received repeated impressions of retargeting ads. Social media ads fluctuated, with the highest rate of activity in January.
Throughout the campaign, our ads served more than 230,000 impressions and more than 1,300 clicks, averaging a click-through rate of .63% and a cost-per-click of $1.76. These results are strong and better than or in line with industry averages.
Based on website analytics, we can see that users were engaged with the landing page content, accessing the site more than three times on average after initially visiting. Additionally, these ads increased general traffic to ges.energy by 450%, boosting all-around visibility for the brand and spreading awareness of GES’s presence at CON-EXPO.
Conclusion
Uptimize Marketing provided an impactful digital advertising campaign for GES. We succeeded in increasing website traffic, growing awareness of GES’s presence at CON-EXPO, and giving interested users the information they needed to find GES at the event.
