IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center

Objectives


Exhibitor Landing Pages Deliver Registrations, Awareness, and Engagement

2017 IAEE Tech Committee Expo! Expo! Show Selection

Feathr is a software company that supports attendee acquisition, exhibitor referrals, and digital sponsorships based in Gainesville, Florida. It provides event organizers with a portfolio of tools for retargeting website visitors, launching Facebook campaigns, leveraging influencers, and offering targeted digital sponsorships to exhibitors and sponsors.

The National Confectioners Association (NCA) hired Feathr in December 2016 to help create easy-to-deploy landing pages that were offered to Sweets and Snacks Expo exhibitors. Feathr’s landing pages—created with the show and exhibitor branding—are designed to leverage exhibitors’ networks to drive registrations, awareness, and engagement, which benefits both the exhibitor and the organizer.

Exhibitors were provided with a custom link to share the landing pages via email and social media with clients. The pages were also tagged with Feathr’s tracking pixel, giving NCA the opportunity to monitor the progress of the sharing campaigns.

The association aggressively pushed the referral marketing landing page model, including an incentive for exhibitors that participated. A webinar helped exhibitors launch the campaigns, and an NCA team member was made available to answer questions.

Overall, 978 landing pages were created. The application tracked over 200 total conversions as having originated from the landing pages. One exhibitor alone was responsible for 59 registrations.

SEE ALSO: Digital Marketing Strategies Drive Attendance and Attendee and Exhibitor Satisfaction