Advertising at industry events is a popular tactic because it allows businesses to reach a target audience and while making an impression. Events, conferences, and expos are a great way to bring a set audience together—especially one with similar interests, job titles, and/or industries. The best way to maximize the return on this type of investment is to include a digital advertising component to help increase revenue opportunities and build a segment of potential customers to re-engage, post-event. Pitch a comprehensive digital media plan that includes event targeting as part of the campaign.

Attendees at industry events also tend to visit other locations surrounding the venue or around the area. While the event itself is the main draw, people typically meet pre- or post- event for dinner/drinks or may head back to the hotel to rest or re-energize. Implement hyperlocal targeting in a radius around the venue is to reach the audience pre- and post-event.

Another key aspect of this tactic is timing. While the event may only last a couple hours, people generally spend more time in a location in order to continue exploring or make the most of their trip. Football fans may attend weekend game before a conference or come in a day early/stay a day late to meet with potential clients. Give your media plan’s flight dates buffer to optimize your reach.

Tactics to Implement During the Event

  • Hyperlocal – Use GPS targeting to reach users while they are at a specific location. Input exact addresses for event spaces, stadiums, hotels, and restaurants to build a geo-targeted area that will reach event-goers.
  • Retargeting – Activate cross-device targeting to re-engage with clickers from your advertiser’s hyperlocal campaign when they revisit the advertiser’s website. If your advertiser is the event host or promoter, use a retargeting pixel to build an audience off the event page or through email communication.

Tactics to Implement Before, During, and After the Event

  • Mobile Location Retargeting – Build a custom segment based on the type of attendees in order to reach them when they leave. For events like concerts and sports games, use pre-built segments to reach people who frequent those types of events.
  • Audience Targeting – Target specific job titles and industries for conference participants, or other interests for social events.

While there may be many moving parts and different tactics at different times, thinking beyond the event itself is the best way to ensure an “always on” approach and can lead to better results!