Covia struggled with product awareness and in-person engagement at trade shows and conference events, so Aztek implemented a cross-channel advertising strategy through LinkedIn B2B targeting and Programmatic geotargeting to improve event performance.
A core challenge was the variety of industries Covia serves and the numerous applications of their products. Covia provides numerous niche offerings within different verticals, which made targeting their highly specialized audiences a challenge for previous agencies and marketing teams.
As an organization in the B2B space with a complex sales process, connecting ad and event performance with sales and other KPIs is a challenge. This complexity made it difficult to outline, measure, and track KPIs to show success in increasing brand awareness and product engagement.
Targeting different companies, job titles, and industries for each event audience made it challenging to adopt a one-size-fits-all approach. Although the events had high turnouts and Covia maintained a steady click-through rate (CTR), they aimed to increase ad impressions without raising their ad spend.
Prior to each event, we launched a highly targeted ad campaign aimed at specific job titles and industries aligned with the event’s focus. This personalized approach ensured that we reached key decision-makers and built anticipation among potential attendees, laying the groundwork for strong booth attendance.
While the events were live, we employed geo-targeted ads aimed at attendees on-site. These ads were designed to prompt in-person booth visits, creating real-time engagement with the audience and driving increased foot traffic during the show.
We implemented a post-show campaign targeting individuals who interacted with ads during the tradeshow to maintain momentum. This follow-up reinforced the brand's presence, extending the impact of their geotargeting strategy to maintain interest beyond the in-person event.
Adjusted campaign goals to increase impressions by setting target CPA limits, applying frequency caps to optimize ad exposure, and fine-tuning other campaign parameters to maximize visibility and engagement across diverse trade show audiences.
Covia’s average ad spend per event (same YoY).
YoY growth for impressions while maintaining their above-benchmark CTR trends.
Overall improvement for the ads’ effective eCPM.
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