546 Event Registrations for Client’s First-Ever Multichannel Marketing Campaign

To achieve our goals for the ISA International Sign Expo®, we implemented a multichannel strategy. On Google Ads, we ran three types of campaigns: Brand Search for people familiar with ISA Sign Expo, Non-Brand Search for those looking for related solutions but not familiar with ISA Sign Expo, and performance max (pMax) to target users based on interests and searches. We also retargeted users who interacted but didn’t sign up. This plan aimed to attract a wide audience, boost event registrations, and increase ticket sales within a short 16-day period.

For Meta (Facebook and Instagram), we targeted broad audiences based on interests and demographics, then retargeted those who showed interest but hadn’t registered, including past attendees.

On LinkedIn, we ran Event ads to drive traffic to an event page and Website Conversion ads to encourage registrations, focusing on interests and job positions.

Throughout the campaign, we optimized continuously. We shifted budgets to better-performing channels, refined targeting to focus on senior professionals, and fine-tuned Google search terms. Near the event, we used retargeting ads offering free registration with a coupon code, lowering our cost per lead.

Despite no historical data and working within a tight timeframe, our strategic multichannel approach delivered impressive results for the ISA International Sign Expo®.