CASE STUDY - Performance Marketing Insights Conference         

Practice Areas: Advertising, MarTech

Capabilities: Media Relations, Branding and Messaging, Content Creation, Research & Evaluation

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Overview

The first annual Performing Marketing Insights conference in the U.S. took place March 12-13, 2013 in New York City. The conference was organized by A4U, a U.K.-based company that connects publishers, agencies, networks and advertisers in the performance marketing industry through educational events and content. The event was a chance for participants to meet, hear from, and talk to, other global industry leaders and share C-level insight on actionable best practices, case studies, strategy, and trends that are molding the present and future of performance marketing.

The Challenge

After 15 years of successful performance marketing leadership and organizing dozens of international affiliate and performance marketing events throughout the U.K. and Europe, A4U needed to get its messages to a corporate U.S. audience and gain visibility for the event through U.S. media outlets. Our objective was to maximize media exposure for the conference in the U.S.; secure strategic media partnerships; and promote Chris Johnson, conference content director, as a performance marketing thought leader.

The Solution

We initiated a well-rounded branding and communication campaign and provided on-site event support during the conference. Our efforts included:

  • Media outreach for editorial, contributed content and partnership opportunities
  • Researched and made recommendations for effective online marketing opportunities
  • Drafted Q&A materials for media interviews
  • Drafted macro themed byline articles for placement in various print and online publications
  • Provided on-site and post event support including media coordination, live social media coverage and blogging

Our outreach to industry-specific media, influencers, and corporations resulted in a variety of media coverage, byline placements and newly established partnerships including Revenue Performance Magazine, Sarah Bundy, Adotas, Media Post and PeerSphere Magazine/CMO Council. We also built out a strategic social media presence designed to drive ticket sales. The overall campaign helped solidify thought leadership in the performance marketing space, elevate awareness and recognition of the event and laid the groundwork for future performance marketing conferences in the U.S. market.