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. Next we created the phrase “More than a toy show” to emphasize the valuable business-building resources available at the event in addition to the well-known product exhibit hall.
Our efforts included ad campaigns on Facebook and Instagram as well as web retargeting ads. Additionally, we deployed targeted email and direct mail campaigns. Attendance at this event has increased 23% each year since we started working with ASTRA.
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