The Challenge
Marketing in Maritime organise a periodic event which gathers a vibrant community of maritime industry marketing professionals for high level discussions around key topics and trends in marine marketing. The events provide an opportunity for marketers to learn and share the latest marketing methods from all manner of industries and apply that knowledge to the maritime industries unique marketing landscape.
‘Marketing in Maritime – Online’ took place 29 June – 01 July 2021 as a digital event.
As a pay-to-participate event, relevant to a niche group of marketing professionals in a specific industry, the key objectives of the media campaign were to target marketeers in the maritime industry with the right message in order to increase awareness of the event and to increase event ticket sales. A secondary objective was to increase the following of the Marketing in Maritime LinkedIn group by 10%.
Our Approach
Wake Media worked with Marketing in Maritime Ltd. to identify and develop engaging content for a LinkedIn sponsored campaign. Engaging copy accompanied by on brand digital creative with a strong call to action was developed to trial A/B testing for the sponsored campaign. The campaign was executed as a 4-week drip feed counting down to the event launch.
15,000 separate targeted maritime organisations were selected for the media campaign. Since the event would be conducted in the English language, the LinkedIn sponsored post was developed targeting countries speaking business English and made available in suitable event time zones.
The next step was to focus on marketing professionals within these organisations, pinpointing the precise firmographic levels of professionals that were most likely to engage and to benefit from Marketing in Maritime – Online. This amounted to an extremely specific audience of 21,000 marketing professionals.
Impact
The LinkedIn sponsored post campaign achieved 62,495 impressions, reaching 85% of maritime marketing professionals in the defined LinkedIn in target regions. It also resulted in 496 engaged maritime marketing professionals visiting the Marketing in Maritime website (https://mimcrowd.com) giving an average Cost Per Click (CPC) of £2.02. The average (CTR) was very high at 0.79% compared to the average CTR for LinkedIn being approximately 0.44%.
The campaign generated 28 conversions (ticket sales). Additionally, the campaign directly contributed to over 89 MiM page followers a 24% increase in followers which massively exceeded the target of a 10% increase.