Building a revenue pipeline on brand awareness
Starting from a base of zero awareness, the marketing team for Reed Exhibitions Middle East knew that they had to take SNSR’s target audiences on a journey. “We were following a path from awareness through to acquisition, and that always works best when you have a good content strategy,” says Uzma Yusuff, head of the business’s Marketing Solution Centre. “We wanted a consistent flow of content to build awareness throughout the year – not just in the run-up to the event.”
Uzma’s team started by creating a Showcase Page for the SNSR Expo that could form the hub for a LinkedIn community interested in risk and security issues. Targeted Sponsored Content, video and Follower Ads quickly built follower numbers while raising general awareness across relevant roles and industries. Building on this awareness, Reed Exhibitions and Latitude developed tailored content strategies for moving both exhibitors and attendees towards booking. “We worked with industry experts to create a security industry white paper that proved to be a really valuable piece for driving leads,” says Uzma. “On the attendee side, we used Carousel Ads to talk about the features of the expo and what people could expect to see at the show.”