The Social Effect is a specialist B2B digital event marketing agency, this presentation outlines our event marketing stack and the agile methodology we apply to assist organisers to increase visitors/attendees and exhibitors/sponsors numbers.

2. We want to help you grow your event,
solve your digital marketing challenges,
and maximise your ROI.
You need a specialist agency that
understands your unique needs...

3. The Social Effect
E N T E R
A pure play B2B event marketing agency

4. ● We’ve amassed a lot of event marketing knowledge working on hundreds
of trade shows, B2B conferences and events around the world.
This knowledge becomes your knowledge!
● The digital event marketing stack is constantly evolving, and so are your
prospects’ digital behaviours. With our agile methodology and innovative
thinking, we create the perfect mix of tactics to meet your marketing
objectives.
● The effective allocation of your digital marketing budget must be derived
from a comprehensive grasp of B2B event marketing attribution models.
Your budgets deserve a specialist in event marketing attribution.
Why Us?

5. The Digital Event Marketing Stack
The digital event marketing stack is constantly evolving, and so
are your prospects’ digital behaviours. With our total focus on B2B
event marketing, the innovation we bring you is tried-and-tested.

6. Our Stack

7. It’s not the size of
our stack that counts,
but how we use it.

8. 1. Attract more visitors
1. Sell more exhibition space
1. Increase revenue from exhibitors
What we actually
help you do:

9. Our methodology
Instead of impressing you with the latest trend or gimmick in our stack
(and there are many), let’s focus on our tried and tested methodology:
● We research the best channels and tactics to meet your KPIs
● We consider how and when to combine tactics to amplify their effectiveness
● We combine our creative and technical expertise to create jaw-dropping
digital assets
● We report, revisit, revise
● We report, revisit, revise
● We report, revisit, revise (it’s what being agile is about after all)

10. We are Agile:
Experimentation & Refinement
The above image is a collage of some of the ad variations we tested to
arrive at optimisation. It was a long process of experimentation, but worth it: at the
end we had gained much insight into both the platforms and the target audience.
What is Agile in Marketing?
● Responding to change over following a plan
● Rapid iterations over big bang campaigns
● Testing and data over opinion and conventions
● Numerous small experiments over a few big bets
● Collaboration over silos and hierarchy
Why Agile Marketing?
● Agile promotes a more collaborative and responsive
way to execute and manage marketing initiatives
● Agile is also known as feedback-driven or adaptive
marketing. This approach allows us to react and
adapt to changes in the market or as new insight
and information comes to fore
● Agile is built on data. We use scientific experiments
and implement data-driven improvements into the
campaign to improve effectiveness
● Agile allows us to prioritize and deliver high-value
tactics early in the campaign

11. Some of our favourite
Trade Show and
Conference Clients

12. A sneak peak at
the possibilities for
your next event.

13. Exhibitor Promotion
(ExProm)

14. Exhibited at a previous event
but are not responding
Companies that are exhibiting at
competing events but not yours
Companies that have visited
‘why exhibit’ pages of your
website, but not inquired
Companies that meet ‘ideal’
exhibitor prospect status that
are not engaging or responding
(largest prospect pool)
LINKEDIN SOCIAL
PROSPECTINGS
LINKEDIN CONTENT
SHARING
FACEBOOK
AWARENESS ADS
Awareness
Consideration
Lead/ Decision
REVERSE IP
TARGETING
PROSPECT RESEARCH
CONVERSION RATE
OPTIMISATION
Underpinned - Google Analytics
INSTAGRAM
AWARENESS ADS
Exhibitor Promotion
( Digital Advertising & Social Prospecting)
LEADS
Handed-Over
to Exhibition
Sales Team
RETARGETING ADS
FACEBOOK LEAD ADS
LINKEDIN LEAD ADS
Exhibitor
Prospect Segments
GEO TARGETED ADS
Automechanika Riyadh was a launch show,
three months before the event they requested
exprom support, to boost sales
www.automechanikariyadh.com

15. Agile Stack used
● LinkedIn Database Build
● LinkedIn Content Sharing
● LinkedIn Social Prospecting
(connect & pitch)
● Facebook Awareness Ads
● Facebook Lead Ads
● Geo-targeting Ads
● Reverse IP Look-Up (which
companies visited your site)
ACHIEVEMENT:
Exhibitor lead target
was 165 and 264 produced

16. SOCIAL PROSPECTING - A Linkedin ‘PITCHING’ messages after
becoming a 1st level connection
Part of the SOCIAL PROSPECTING
PROCESS - using LinkedIn content
sharing to build awareness
SOCIAL PROSPECTING - Using LinkedIn
InMails to arrange meeting
after prospecting call Programmatic Retargeting
Facebook Lead Ads
Facebook Awareness Ads

17. Visitor Promotion
(VisProm)

18. Double Funnel Full Digital
Strategy Overview
Automechanika Birmingham 2018.
A Messe Frankfurt event. 2018 brought a
record number of registrations & visitors.
www.automechanika-birmingham.com

19. Agile Stack used
● Digital Audit
● Ad Copy Writing
● Social Ad Creative x350 variation
● Facebook Ads (custom audience, retargeting,
native)
● Instagram Ads
● LinkedIn Group Messaging
● LinkedIn Share Messages
● Social Content Calendar
● Social Media Management
● Google Display Ads
● Feathr Retargeting
● Conversion optimisation
● Google Analytics
● Google Tag Manager
● Data Studio Dashboard
● Attribution Modelling
● Live Buzz Registration Management Data Studio Dashboard - Tracking Registration Sources
Double Funnel Marketing Stack
ACHIEVEMENT: Registration target of 1500 - 1660 achieved plus a 65% attendance rate

20. Facebook Event Page with 660 Interested to
attend - 67 registration
LinkedIn Group with over 5000
members, number one social channel One-on-one LinkedIn messaging
Feathr - Double Funnel - Targeting registration that have not re-visited the site, opened emails etc LinkedIn Content Sharing

21. Full Stack Digital Strategy
Global ARC is a premium
event for Hedge Fund
Manager and Institutional
Investors (tickets are
$10,0000)
www.garc2018.com

22. Agile Stack used
● Digital & Social Audit
● Email Copy & Creative
● Google Adwords
● Ad Creative
● Feathr Integration
● Bizaboo Integration
● Conversion Rate
● Optimization (Heat Mapping)
● Geofencing
● Retargeting
● Google Analytics
● Google Tag Manager
● LinkedIn Ads
● Facebook/Instagram Ads
● Twitter Ads
● Social Prospecting
● CRM integration
Ongoing project

23. Registration Rate Optimisation - Heat Maps
LinkedIn Advertising
(matched audiences)
Twitter Advertising
Google Adwords, Geofencing & behavioral based advertising - DataStudo Attribution Tracking
Feathr Event Marketing Platform - Full Integration

24. ITS World Congress Copenhagen 2018
ENGAGEMENT
& AMPLIFICATION
Tactics create
the springboard
for the next
event in 2019

25. Agile Stack used
● Branding/Logo Design
● Event website design Build (2019 event)
● Graphic design
● SEO
● Google Analytics
● Google Tag Manager
● Adwords Optimisation & Management
● Facebook Ads
● LinkedIn Group
● Facebook page management
● Content research
● Content calendar
● Target market research
Agile Stack used
ACHIEVEMENT: Ongoing project -
Registrations are up 250% as of May 2018
compared to May 2017
Month Total
Registrations
Total button
clicks
March 26 332
April 88 1973
May 152 1076
June (To Date) 87 366

26. Content Research - Understanding Most Popular vs Most
Engaged Content
Marketable Audience & Target Audience Research
Design, Build & Host - 2019
Event Website
Google Adword Optimisation
Instagram Ads Facebook Messenger Ads

27. “As exhibition organisers, we work with The Social Effect
to drive visitors, convert pre-registrations to visitors,
create buzz, and work with our exhibitors to drive stand
traffic to our events from multiple social media
channels. They are inventive and creative, and bring
a sense of humour to a B2B trade event”
Managing Director, Messe Frankfurt UK - Rob Sherwood
-
“We are eating humble pie, the Facebook strategy
you propose to us, proved us wrong, well done!”
Marketing Director, Automechanika Birmingham - Caroline Carr
1. Specialising in Digital B2B Event
Marketing since 2012
1. Offices in London, Cannes,
Cape Town, Durham USA
1. Employees 25 full time digital
marketing professionals
About Us

28. When do we start?

29. Thank you!
Regan George | The Social Effect Limited I regan@thesocialeffect.com | 0044 (0) 207 993 2199 | www.thesocialeffect.com |