“We wanted to build a high-level audience of aviation decision makers – not just get bodies in seats,” says Laura Bonavita, the Chamber’s Director of Communications and Strategy. LinkedIn Sponsored InMails and Spotlight Ads, combined with targeting based on LinkedIn’s accurate and up-to-date audience data, helped the Chamber market the event to and reach aviation professionals in more cities, as well as people in associated industries such as agriculture and aerospace.
“Sponsored InMails allowed us to introduce people to the Summit in a more substantive way,” Shepard says. “We had a robust conference agenda to share, and text is limited in ads – but with Sponsored InMails, we could clearly sell the event’s advantages.” The sold-out summit drew more than 700 people: “Our attendees told us how great the networking was, and that they wanted the day to go longer – that’s a big endorsement of both the quality of our summit’s content and the type of attendees we attracted,” Bonavita says. “It told us that Sponsored InMails are a key marketing tool for our events.” Spotlight Ads also helped the Chamber get attention for the summit, since they included LinkedIn member photos to create a personalized pitch.