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

Objectives


How Exhibitors Significantly Increased CompTIA’s Attendee Acquisition

2019 IAEE Tech Committee Expo! Expo! Show Selection

snöball helps event professionals cultivate trust and authenticity by putting word-of-mouth to work. snöball gives an event’s ambassadors (speaker/sponsor/exhibitor/attendee) an easy-to-use, uniquely branded event marketing toolkit populated with their custom information, allowing them to amplify the event reach while tending to their own digital brand.

CompTIA needed to increase attendance at their annual event ChannelCon 2018 (CC18). The events team sought to mobilize speakers and exhibitors, a.k.a. CC18 event influencers, to expand their reach and increase registrations for CC18. The challenge was to get exhibitors and speakers to take part in promoting the event and growing attendance by tapping into their respective networks.

Personalization of the marketing toolkit for both exhibitors and speakers was key to get their influencers’ buy-in to take part in the campaign. To increase the influencers’ adoption of the campaign, an incentive program was put in place in the form of a “recruitment challenge’ which rewarded top influencers with the most registrations to CC18. Another challenge was the client’s time and resource restraints: snöball Do-it-FOR-You solution was crucial, so the client could be hands-off.
snöball was used to provide every single exhibitor and speaker with shareable marketing assets. Landing pages, social media posts, and pre-written invites, all with unique trackable registration links, were customized at scale and emailed to all the event’s influencers. snöball’s aptitude for gamification was used to great effect. CC18 exhibitors earned points for every delegate that registered using their unique code as part of the “recruitment challenge”. Speakers also used snöball to promote their sessions.

By sharing their custom snöball landing pages, snöball strategists were able to monitor and track the campaign at all times. Tracking data was analyzed to determine the next steps necessary to keep influencers engaged, and to view which influencer was recruiting the most attendees. snöball not only provided tailored promotional content, but created the ecosystem, this new marketing channel required to run a sophisticated event influencer marketing campaign.

The results speak for themselves:

  • The speakers’ campaign resulted in a 48 percent adoption and generated a 115 percent ROI.
  • The exhibitors’ challenge resulted in a 67 percent adoption rate and generated a 271 percent ROI.
  • The incentivized registration strategy mobilized 126 exhibitors to earn 342 registrations collectively.