The American Specialty Toy Retailing Association is like a big family united by the power of play. ASTRA’s annual trade show and conference, Marketplace & Academy, is the family reunion. With a goal to increase attendance over the prior year, we created a comprehensive digital marketing strategy to promote the event. Our approach was to use several social platforms to launch a multitouch campaign that increased awareness and converted users to register and attend.
We began by developing a unique brandmark for the conference that was aligned with ASTRA’s existing brand. We created the phrase “Mighty Together. Powered by Play.” to emphasize the “why” behind what ASTRA members do; they’re in the business of fun, but play also has a powerful influence on child development.
Our efforts included ad campaigns on Facebook and Instagram as well as web retargeting ads. Additionally, we deployed targeted email and direct mail campaigns. As a result, we nearly doubled the number of first-time attendees who registered for the full conference.