Digital Marketing
AVCOM
Premium Event Management
AVCOM is a leader in premium event production in Ireland, enabling some of the biggest names in the industry such as Croke Park and Failte Ireland, to create memorable experiences.
After the pandemic, the event space changed drastically, with competition ramping up as event production agencies vied for attention amidst an industry that had struggled for the best part of two years. After a long period of limited experiences, the industry needed to know that a new future of events was underway, and AVCOM’s target audience needed a reason to opt for a premium event partner.
Our brief was to create a an integrated digital campaign that centred around a key piece of disruptive content, designed to draw attention to the events space and elevate AVCOM’s industry position as a thought leader.The events industry is highly competitive, making it difficult to elevate your voice among strong competitors.
Aware that the report development would use most of the available budget, we had to be clear on our strategy for amplification before deciding to proceed.
With a limited third party budget, we used a mix of paid and organic channels, while leveraging our existing audiences to the maximum and ensuring precise targeting.
Breaking our target audience into three groups, it became clear that our decision-makers have an eye for innovation and rely heavily on industry clout in choosing an events partner.
For this reason, our campaign had to be two-pronged:
Working closely with both AVCOM and their PR partner, Comit, was essential to the making this a truly integrated media strategy.
Starting with collaborative buyer research to identify the right questions to ask, this ensured that the data we used across digital channels was a sufficient “hook” for our audience. We then worked together to blend offline channels into the campaign such as a feature on Newstalk’s Hard Shoulder, and featuring these in email marketing campaigns to draw interest to the report.
Through an integrated digital strategy, we leveraged key insights from the report, turning these into eye catching visuals to be used across LinkedIn organic and paid, display ads and email. This was crucial in drawing attention to the report, and igniting an appetite to read more.
Working with a relatively niche audience, incorporating rigorous A/B testing was crucial in determining which messages resonated most. While leveraging existing website traffic through catchy sidebar buttons helped encourage more users to download the report.
The core aim of this campaign was to elevate AVCOM’s positioning as an industry thought leader.
PR Coverage:
Within 3 months of the campaigns launch, AVCOM were mentioned in more than 10 leading publications including Forbes and the Irish Independent.
Lastly, due to the success of The Future of Events campaign in elevating AVCOM’s industry prominence, AVCOM saw a significant YoY increase in revenue in Q1 2024, while also landing a large contract with Croke Park as their event partner for the next five years.
“Partnering with IMS Marketing has been a game-changer for our business. Their exceptional digital marketing expertise and strategic approach have significantly elevated our brand’s presence in the digital landscape. From the onset, they took the time to understand our unique needs and crafted tailored solutions that have delivered outstanding results.”
