Conference booth photos appeared in local ads during the same weekend
Search ads ran near the venue while booth staff screened doctors for the right reps.
We targeted ads at the area around a heart conference all weekend and fed them photos from our own booth.
Context
We ran a booth at a heart conference for a client whose reps were there to meet doctors.
Problem
A booth only reaches the doctors who walk up to it, and only while the conference runs. The searches around the venue, the doctors in the queue and the photos taken at the booth were all there to use that weekend.
Approach
We bid high on searches near the venue all weekend. At the booth, models screened doctors and handed each one to the right rep. Photos taken at the booth went into the ads the same weekend, so the ads around the venue showed the booth itself.
Stack
- Geo-targeted search ads
- Booth models screening doctors
- Booth photos as ad creative
Result
The ads covered the area around the venue all weekend, the booth sent screened doctors to the right reps, and the booth's own photos were running in the ads before the conference ended.
Impact
The booth, the models and the photos the client was already paying for also worked for the ads and the reps.
Lessons
Your event can feed your ads. Photos from the booth can run the same weekend in ads aimed at the area around the venue.
Who this is for
For teams paying for booths at conferences and trade shows who want the weekend to feed their ads and their reps.
Get a quoteThe method behind this result
- Paid AcquisitionPaid acquisition tests need a purchase target, cost ceiling and stopping rule. Business owners can use delivery costs to judge whether another test is affordable.
- The Value Optimization Framework: How Annual Prepayment Funds a GuaranteeA customer who pays for a year of software gives the seller cash before the seller has finished the work. That cash can fund the company. The customer still needs the installation, the support and the result they bought, and a refund promise creates another obligation the seller has to fund. Those obligations determine whether the offer works.