SME, an association that supports the manufacturing industry and its workforce, tapped Feathr to help with cost-effective digital strategies for its events. Feathr used a number of its marketing and audience acquisition tools to consolidate data and drive higher registrations.
SME’s primary goal for its EASTEC 2017 show was to reach segments of individuals who had not attended the event previously. Feathr built a lookalike program to find people exactly like current attendees, but not listed on the event’s prospect list. SME developed content designed to engage the new audience and showcased it through banner ads. SME also targeted potential attendees in different manufacturing sectors with industry-specific ads.
Feathr worked with SME to create custom landing pages for exhibitors and speakers who shared those landing pages to interested audiences. SME also made use of Feathr’s monetization module, which allows customers to use the Feathr platform and data to sell ad retargeting to their clients. Feathr’s monetization alone brought in enough additional revenue to pay for EASTEC’s use of the Feathr platform.
SME’s engagement with Feathr resulted in increased attendance for EASTEC, but it also drove more positive sentiment from attendees and exhibitors and was responsible for better matches between them. Based on its performance on EASTEC, SME awarded Feathr all of its events.
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