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Did you know? In 2017, per eMarketer.com, the total digital ad spend in the US was a whopping $83 Billion! Much of this growth is coming as the advertising dollar moves away from other media including TV, Print, and many traditionally popular channels.
Clearly, digital is the place to be if brands wish to retain and grow their followers. While marketers are quick to applaud the greater reach that digital advertising is providing to them, there are also concerns about consumer complaints regarding ad fatigue and irrelevance, as well as rising costs, that are providing food for thought to potential advertisers.
As someone who is responsible for your event’s visibility to new and growing audiences, you may certainly want to invest in paid advertising on leading platforms. However, one powerful option for referral and influencer marketing that you may have overlooked for your event is promotion through your existing exhibitors and speakers. These are people and brands who are already invested in your event and would definitely gain from promoting their participation in your event.
Attendee Acquisition Widget (AAW)
a2z offers a dynamic, plug-and-play widget that event organizers can offer to exhibitors and speakers to promote their event participation and acquire new attendees. Designed to blend seamlessly with the exhibitors’ websites, the Attendee Acquisition Widget (AAW) packs a lot of power in its punch by marrying influencer marketing with smart technology.
Not only is AAW less obtrusive than advertisements, it is also more effective because it enables you to put your brand in front of a huge set of people who are connected to companies and personalities in the verticals you serve.
Additionally, the widget is completely dynamic, requiring zero design or coding from your exhibitors and speakers. In addition, if a relevant piece of information is updated in your a2z-powered system (eg. the booth number), it gets updated in the concerned exhibitor’s widget automatically. No manual updates are ever required, either from the show management or from the participants! The AAW solution includes up-to-date reporting and self-service dashboards, making it easy to track the ROI from it.
The widget comprises multiple interactive features.
Last but not least, AAW consistently delivers Click-through Rate (CTR) – the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement – which match, and often exceed, those from digital advertising. See the chart below listing digital ad performance metrics from Doubleclick as well as the table which summarizes the stats for a sampling of recent events leveraging AAW.
AAW – Impressions, Clicks & CTR
| Industry | Impressions | Clicks | CTR | |
| Event A | Automotive | 5,41,489 | 1,148 | 0.21% |
| Event B | Technology | 4,38,842 | 784 | 0.17% |
| Event C | Automotive | 1,106,717 | 2,496 | 0.26% |
| Event D | Security | 908,894 | 1,028 | 0.11% |
To summarize, the AAW solution offers the following key benefits:
- Plug-and-play widget
- Completely dynamic
- Comprehensive reporting
- High CTR
Check out AAW in action on these exhibitor sites:
– DaVinci Wholesale
– Crystal Fusion Technologies
– USA Central
For shows and conferences leveraging a2z’s event management solution platform, AAW is a strong online promotion and marketing add. Curious to learn more? To request a discovery call, contact us today!
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The post Moving Beyond Digital Advertising with Attendee Acquisition Widget appeared first on a2z's Innovation Insider Blog.
