Ergon Asphalt & Emulsions
The Challenge
Ergon Asphalt & Emulsions partnered with Elevation Marketing to put together a tradeshow campaign demonstrating that their asphalt and emulsion solutions encompass much more than commodity products. The perfect event was on the horizon, attracting large numbers of key decision-makers from their target audience. Because the timeframe was limited and the budget was modest, success would require a highly focused campaign targeting the best-qualified prospects.
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Our Approach
Elevation matched the company’s email lists and social media followers against the target audience, aiming to drive high-quality traffic to the booth. Using the audience’s top two preferred social channels would narrow the media buy and increase the frequency. Geotargeting would deliver targeted ads to decision-makers staying at or near the event, further optimizing spend. Elevation leveraged pre-show and during-show ads developed by Ergon’s in-house marketing team, enhancing ads with added CTA copy, hashtags and functionalities to direct visitors to featured solution pages and capture information for targeted post-show nurture campaigns.
The Results
As a result of pre-show and during-show campaigns, Ergon’s tradeshow activity dramatically exceeded expectations. Using just 26% of the campaign budget, pre- and during-show efforts resulted in 1,000 attendees who could be targeted for post-show nurturing and future marketing efforts. Devoting the rest of the budget to post-show follow-up resulted in 736,353 impressions with thousands of people responding and visiting Ergon landing pages.