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The Brand Magic Summit, in 25 words, is a big annual brand event, that gathers some of the sharpest international minds in the branding world and brings them all under one roof, in Mauritius!
This year, we were honoured to work on the online marketing of the summit for the third consecutive year. We learnt and improved from the years before, so here is how we spread the magic, the 2017 version.
Search for some winning marketing tips within the article.
As all marketing mediums should drive traffic to the website, we were much depended on its re-launching. That happened around mid March, so we went straight into pumping the messages across several digital channels: Google search, display, display remarketing, Facebook, LinkedIn… (And Twitter, but in another way so wait for it and read on!).
Search: Similarly to last year, we ran with a search campaign that was targeting search phrases such as “marketing summit” or “branding conference mauritius”. We also created some new ad groups for searches that include the keyword 2017 and of course, any search related to the “brand magic summit”. The intention of the users while searching these is a marketing opportunity one shouldn’t miss.
Tip #1: Add a remarketing search campaign to your AdWords account. It reduces the cost + nothing like showing how strong you are on Google to past visitors.
Display: this year we planned it so that the display campaign was booming close to the summit, but not too close, as there’s a registration deadline dictated by the HRDC. At the peak of the campaign it reached nearly 143,000 impressions in one day.
Tip #2: check placements performance on your display campaigns, you might want to prevent your ads from appearing on mobile apps.
Display Remarketing: if you’re a regular reader of this blog, you already know by now what a firm believers we are in remarketing. So this year we were able to add a remarketing display campaign, dedicated to those who visited the website. Unfortunately, a technical issue caused it to not reach its full potential, but the audience we did accumulate was retargeted and well aware of the summit
Tip #3: Google’s remarketing tag can save information up to 540 days so If you’re launching a website, even if you’re not planning to create Google campaigns soon, implement your pixel and start accumulating information about your website’s visitors in your Google AdWords account.
The first actions on the Brand Magic Summit's page were refreshing the overall look: profile photo, cover photo, descriptions and others. We also removed the word “Mauritius” from the page’s name and user name as it reached a strong positioning. We launched the activity with one small teaser (as time was pressing) that appeared in the print as well.
The main messaging on the page was as every year, the opportunity the summit opens up for branding, marketing, advertising and business people to meet international speakers in Mauritius. We used the speakers’ YouTube videos to promote this messaging even stronger.
On the day of the summit, we went live during the morning and for exclusive first interviews with the speakers. This year, we had more time to prepare and therefore we set up our tripod in a quite room where we could broadcast better videos. We also broadcasted the big announcement of the top brands and shared with the world the top Mauritian brand awards live!
"Mauritius is the hope for humanity" - one of the live videos we conducted during the day.
Tip #4: if you want to promote live videos while they’re broadcasting, schedule in advance a sponsored campaign that will send to your page to watch the live video.
“Page Likes” Campaign – if you are a regular reader of this blog (#2), you know how much, to say the least, we’re not encouraging to put a budget (given it’s limited), on a “like” campaign. Exceptionally, we did run this type of campaign and the main reason was the live videos. We wanted to reach as many people as possible with our live videos during the summit itself and as followers get a notification about these, it’s effective to have large database of followers.
Big followers database increases the buzz around live video.
Tip #5: when creating a Like campaign (and any other…), try to run A/B test to see what brings better results. For example, you’d be surprised how small change to an images or text can generate far better results.
As LinkedIn is a professional oriented network, a “company page” for an event is less relevant. We promoted the Brand Magic Summit on Mind Initiatives’ LinkedIn’s company page.
LinkedIn’s sponsored campaigns are relatively limited so all of our campaigns were running in a specific type of objective (unlike Facebook where we ran several types of campaigns, each aiming to achieve specific objective).
The communication was coherent with Facebook and the main advantage in LinkedIn is the information the users provide about their professional background and as a result, better work/studies related targeting for marketers. In the case of the Brand Magic Summit, we targeted mainly according to seniority and job industry.
Tip #6: LinkedIn’s default CPC is much higher than other platforms, try different bids and follow the results.
Oh Twitter, Twitter… our cautious-love relationship continues.
This year, we had by far the most engaging experience so far. Much of the credit goes to the speakers. Not only we had the hounour of hosting Twitter’s jAPAC director of brand strategy, the two times Emmy award winner, Steven Kalifowitz but also all other speakers were highly engaging during the summit and encouraged the audience to do so as well.
We couldn’t ignore the peak in engagement so we tweeted and re-tweeted more during the day and reached nearly 300 tweets this year, double than last year and 2015.
Tip #7: If you’re going to use/want to test a platform for your business you’re not usually engaging with, try it yourself. Do some trial postings and engage with others to understand the platform better.
Until next time
If you ask us to summarize this entire experience on a professional level, we’ll say we had a lot of fun, as usual and learnt more, as usual. As for the results – we don’t think we’re objective to testify so we’ll just say that we hope to write a similar article in 2018
Have any questions about the marketing of the summit? Please don’t hesitate to leave them in the comments below and we’ll reply right back!
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