CASE STUDY
Highmark at EMS
Highmark TechSystems exhibited at Experiential Marketing Summit (EMS), their industry’s largest annual trade show event, in Las Vegas.
Marketing Goals
- Increase traffic to the website before, during, and after the event
- Generate new leads via website forms and in-person conversations
- Co-brand and co-market with Event Marketer, EMS’s host company
- Attendees to physically experience an “experiential marketing booth”
- Capture stunning visuals of the booth and its attendees to use in social and future marketing
- Create a successful case study for future marketing use
Challenges
- Creating new messaging and positioning for a new target audience (marketing agencies) promoting Highmark’s products for experiential marketing
- Highmark designed and built one of their largest, most detailed, custom interactive booths - they wanted to make sure it fully featured all of their capabilities and demonstrated what is possible
- Highmark did not have a website presence for this audience, product offering, or attending the event
The Plan
SEO and Keyword Research
Website Presence
Experiential Marketing: Markets Page
This page features on-page SEO, compelling visuals, a customer case study, and a gallery of images promoting why Highmark’s structures are the best choice for experiential marketing booths.
EMS Event Landing Page
This page features a lead capture form, invites the audience to the Highmark event booth, a gallery of images, and strong CTAs to visit the Experiential Marketing markets page. This page was only live on the menu leading up to the event.
Website Pop-Up
Before the Event Blog
We anticipated high search and referral traffic leading up to the event, so we used our content and SEO keyword strategy to develop a blog that featured the top three reasons why it’s best to choose Highmark for outdoor event marketing.
Digital Campaign: Geofencing
We created a display set of digital ads and geofenced the event. The ads were co-branded using the EMS color palette and the CTA directed the audience to visit Highmark’s booth.
Lead Tracking
We implemented dealfront’s Leadfeeder on Highmark’s website prior to the event. This tool identifies anonymous companies visiting the website and provides insights into their page views. This also allowed us to view page view activity to anyone downloading gated content or submitting a lead form.
Blogs: After the Event
We planned to move quickly after the event to publish two additional blogs.
First, in the week following the event, we posted a blog with a recap of the event. The blog highlighted Highmark’s partners who helped create the booth experience and included their amazing photos of the space.
Then, the next week, we dove into detail by “deconstructing” the booth space. We went into specifics on the details that made their EMS booth rock, including: functional interaction and engagement, technology, versatile seating, music, speaker set-up, and more.
Drone Footage Video
The visual hero of Highmark’s EMS experiential marketing booth was the drone footage video. It truly captures the space size, vibrant colors, effects of the double deck structure, and overall buzz and excitement of the booth.
EMS Case Study Page
Highmark’s experiential marketing booth at EMS truly rocked and is the epitome of their capabilities. With so many powerful photos that showcase a true brand experience, we had to create a case study page just for this event! Here we highlight all of the event details, photos, and video, and direct the audience to the Experiential Marketing page with Contact Us CTA’s. Also, we sprinkled in the Case Study as a CTA button throughout Highmark’s website, including the homepage.
