Longtime Turtledove Clemens client the PMRV Show celebrated its 57th anniversary in style with record attendance at its March, 2015 show – thanks in large part to strategic, data-driven changes to the media plan.
As we mapped out marketing strategy and plans for the March show, we analyzed tactics and results for recent shows. With that data in hand, we eliminated under-performing media and devoted larger portions of the budget to the most effective media.
The final plan featured broadcast and cable television (a schedule of :15 and :30 spots enabled us to achieve a strong reach and frequency); media relations; promotions; and a variety of digital, including paid search, remarketing, Facebook Newsfeed, website takeovers, and behaviorally-targeted online display advertising. For the first year ever, print advertising was absent.
Did the strategy work? You bet it did. In fact, PMRV enjoyed a 24% increase in web traffic and a 22% increase in attendance over the March 2014 show.
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