IT Show 2017 Post Show Report
UtoMedia was hired by Exhibits Inc Pte. Ltd, a wholly owned subsidiary of Sphere Exhibits Pte Ltd (wholly-owned subsidiary of Singapore Press Holdings (SPH)), to work on several aspects of the IT Show 2017. The IT Show is one of Singapore’s largest consumer tech fairs, held annually over three levels at Suntec Singapore.
UtoMedia was tasked with the following scope of work:
- Running 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
- Google search engine marketing, social media management and social media advertising for the IT Show
- Digital banners design
Online Registration, Onsite Check-in & Reports Generation via BlackCATS
UtoMedia has developed a complete solution for events creation and management, specifically targeted at the MICE industry. From conferences and exhibitions to workshops and fundraisers, regardless of the size and industry, BlackCATS has the functionality and scope to support these events.
Exhibits Inc hired us to make use of our online registration, onsite check-in and reports generation modules from our BlackCATS solution to conduct an extremely successful lucky dip contest and a $100 cash voucher lucky draw.
Our team set up dedicated pages for the online registration of both events.
Screencap of the lucky dip registration page.
For the lucky dip, participants would receive a confirmation email with a QR code after registering online. All participants had to do was make their way to the lucky dip booth manned by our team, present the QR code with their ID which our team would scan to enter into our system, and grab a prize from the Lucky Dip Box.
Manning the lucky dip booth on the first day of the IT Show.
Snaking queues at the lucky dip booth!
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.
The KPI that Exhibits Inc tasked us to meet was 8,000 online registrations. We are proud to report that not only did we meet the set KPI on the third day of the IT Show, but we exceeded it by over 25%. The total number of online registrations we achieved was over 10,000, a 33% increase compared to the previous event. The overwhelming number of online registrations gave our system quite a good stress test which it handled with ease!
Exhibits Inc also had access to real-time reports of total number of registrations and check-ins via the dashboard in our BlackCATS system.
Google Search Engine Marketing, Social Media Management & Social Media Advertising
Advertisements for the IT Show ran on GDN for the SEM campaign. As part of the SMM campaign, we posted real time updates with details of Starbuys, hourly deals, slashed prices, live videos and photos of the many lucky dip winners with their prizes on the IT Show’s Facebook page. Advertisements were run on Facebook, Instagram and YouTube via their various advertising platforms. In addition to these strategies, we also generated hype during the build-up to the IT Show via remarketing and EDMs.
Event campaigns require far more resources and research to achieve success. Our team implemented non-typical methods and strategies to increase the audience reach and effectiveness of our campaign. As a result, we met and exceeded the KPIs set for us by Exhibits Inc. They required us to achieve 6 to 7 million impressions and 5000 to 6000 conversions.
What did we achieve? We got 11 million impressions and 5,200 conversions.
Digital Banner Design
Our in-house digital designer was provided with various base banner designs by the event organizers which had to be redesigned to fit a wide range of different sizes and aspect ratios for different purposes. The resulting banners were not just for the lucky dip campaign. They were also used to promote star buys, trade-ins, cash vouchers and more in our Google campaign, on the IT Show website, for Facebook posts as well as on Hardwarezone.
One of the banners created by our designer.
Of course, we are not resting on our laurels as no campaign is perfect. We have identified areas of the campaign that can be further polished, and have already begun conceptualising ideas to raise our success rate in future campaigns. At the end of the day, however, we are satisfied with the service we provided.
More importantly, Exhibits Inc have also given us positive feedback on our service, so we’re giving ourselves a pat on the back and taking a breather before the next big campaign!
Our exhausted but satisfied onsite team at the end of the IT Show 2017! Great job everyone!
By: Digital Marketing Team, UtoMedia
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