14 June 2017

CEE 2017 Post Show Report

This report is a little late, but we’ve been busy at the UtoMedia office! We’ve all been plunged into an incredibly busy period immediately after the show with no time to take a breather, but better late than never so here’s our post-CEE report!

From 1 to 4 June, UtoMedia was once again hired by Exhibits Inc Pte. Ltd, a wholly owned subsidiary of Sphere Exhibits Pte Ltd  [a wholly-owned subsidiary of Singapore Press Holdings (SPH)]. This time, we were working on several aspects of Exhibits Inc’s quarterly consumer tech fair, the Consumer Electronics Exhibition (CEE) 2017.

UtoMedia was tasked with a similar scope of work as the previous IT Show. In other words, we:

  • Ran the online registration, onsite check-in and reports generation via our propriety BlackCATS events management software for the lucky dip and $100 cash voucher lucky draw
  • Did Google search engine marketing, social media management and social media advertising for CEE 2017
  • Designed digital banners

Despite the fact that CEE is a smaller show than the IT Show, and there was the competing PC Show held at Marina Bay Sands over the same period, we did not adjust our KPIs lower. Admittedly, we might have been a little too ambitious – but that’s never a bad thing.

Online Registration, Onsite Check-in & Reports Generation via BlackCATS

Our previous post show report gave a brief overview of the BlackCATS system, so we won’t repeat it here. To find out more about UtoMedia’s BlackCATS complete solution for events creation and management, visit our solution page.

We used the BlackCATS’ online registration, onsite check-in and reports generation modules to conduct another successful lucky dip contest and a $100 cash voucher lucky draw at CEE 2017.

To participate in the lucky dip contest, visitors had to go to www.ceeshow.com.sg to enter their details, and they would receive a confirmation email with a QR code. Then all they had to do was to make their way to the lucky dip booth manned by our team to present the QR code. Our team scanned the QR code, and participants could grab a ball from the lucky dip box.

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Manning the lucky dip booth

Learning from the previous IT Show, we prepared extra posters and counter standees detailing the instructions for the lucky dip so that show visitors be able to access to the information quickly without having to wait for our team to attend to them.

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Lucky dip instructions

We ensured that the design of the online registration page was very clean with a simple flow that is easy to follow for site visitors. We also made sure that it required minimal data to load as quickly as possible, even on mobile, as part of our consideration of the user experience and to reduce barriers to signing up.

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Screencap of the lucky dip registration page.

The $100 cash voucher draw was more straightforward. After registration closed, the event organisers selected the lucky winners from the database of registrants created by our system.

We achieved over 6,000 registrations with over 4,000 check-ins, meaning 71% of our total registrations made their way to the booth and participated in the lucky dip. This rate is an improvement over the previous event, where 61% of registrants checked-in.

Exhibits Inc also had access to real-time reports of the total number of registrations and check-ins via the dashboard in our BlackCATS system.

Google Search Engine Marketing, Social Media Management & Social Media Advertising

Again, the UtoMedia team ran Google Search & GDN and Remarketing campaigns in addition to SMM and social media advertising for CEE 2017, the lucky dip and the $100 voucher lucky draw.

Advertisements for CEE 2017 ran on GDN for the SEM campaign. As part of the SMM campaign, we posted real-time updates with live coverage of the booths, hourly deals, slashed prices, live videos, promotional videos, photos of the many lucky dip winners with their prizes, Starbuys, deals, trade-ins and promotional posts for the various competitions on CEE 2017’s Facebook page.

We also ran advertisements on Facebook, Instagram and YouTube and generated hype during the build-up to CEE 2017 via remarketing and EDMs.

As we’ve mentioned before, event campaigns require a far more intensive use of resources and research to achieve success compared to long-term SEO and SEM campaigns for websites. Our team used our experience and expertise to implement non-typical methods and strategies to increase the audience reach and effectiveness of our campaign. As a result, we met the KPIs set for us by Exhibits Inc.

We set a KPI of 8 million impressions this time, up from 6 to 7 million from the previous event as we always strive to achieve better results. We managed to fulfil this KPI despite the challenges we faced!

Digital Banner Design

Our in-house digital designer created the main artwork and provided the event organizers with various sizes and templates. We went above and beyond what the event organizers required and created additional instructional banners for the lucky dip competition too. The digital banners were used to promote Starbuys, trade-ins, cash vouchers and more during our Google campaign, on the CEE website, for Facebook posts as well as posted on Hardwarezone.

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The main artwork created by our designer.

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One of the Starbuy images created for the campaign

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Page skin for Hardwarezone

Overall

We feel that we made the best of our resources in the face of challenging circumstances, and identified campaign areas that we will boost our efforts in the next time around for even better results!

 

Interested in hiring us for your SEO and SEM needs? Just drop us a line or message us via our contact form!

 

By: Digital Marketing Team, UtoMedia

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