How we achieved a 50% uplift in leads generated, combined with a significant increase in social media engagement
Engaging these groups with innovative solutions through events and trade shows requires a continually evolving and effective marketing strategy.
To create a unique, memorable experience for visitors to the “What Career / What University Live’ exhibition at the NEC in Birmingham. To communicate the services of the brand in an interesting and engaging way.
- The stand had to be able to accommodate BIMMS usual marketing materials and literature and the educators, meaning that space saving was paramount.
- The service had to offer something unique and compelling as visitors to the show were bombarded with multi-faceted marketing techniques from direct competitors.
- To produce a memorable takeaway from the show. Ideally producing something in which attendees would enthusiastically refer back to and share with their peers through mobile devices and social media platforms.
- Lastly, and most importantly, the investment in this service needed to directly correlate with a marked improvement in both the quality and number of leads captured at the stand.
To ensure the stand space was not compromised, we installed our unique photo led marketing tool, the Smiley Station. This fit perfectly onto the centre of the stand demonstrating its versatility ensuring that multiple visitors could be served at any one time on either side.
The visitors to the exhibition were very conscious of how their data was going to be used. With this in mind we created a photo experience that transported the guests into a world that compliments BIMMs offering whilst also promoting the positive results that their education provides.
Visitors were invited to ‘perform’ on a digital image rock stage provided by greenscreen technology. Guests could see themselves on a monitor to be able to interact with the scene.
The image was captured as a still print and an animated GIF. The print was produced immediately which has been designed by our graphic designers in collaboration with the BIMM events team. The moving GIF was emailed to visitors from which they were encouraged to share on their social media channels using the hashtag #BIMMxWhatLIve to be in with a chance of winning a pair of Boardmaster tickets.
TOTAL EMAILS CAPTURED
The creation of this tangible, memorable printed photo meant that the visitors would revisit BIMM material more frequently than those provided by competitors stands.
With the algorithmic changes by facebook and instagram social media reach has become more difficult and costly than in any previous year. Creating the digital GIF content that attracts BIMMs target audience and their peers and invites them to share this content is a smarter and cost effective solution to social media marketing
As a result of using Smiley Booth the BIMM stand had its highest ever engagement and obtained a 50% uplift in leads generated. This was combined with a significant increase in social media engagement both during and after the show.
“I can’t believe it took us this long to make a change. So happy that we did. Numbers don’t lie.”