The local chapter of an international dentists association structured their annual dentist’s conference in Hyderabad, India in December 2018. The local chapter members are dentists from India, Srilanka and Nepal. The events in the conference include Convocation, induction for fellowship programs and scientific programs (Paper Presentations, live workshops by national and international speakers, etc.) for the practicing dentists and students of dentistry.
The organizers approached ‘GA Digital Solutions’ 3 months before the event to structure online promotions to
Understanding the time available, the audience to be reached out to, the channels that best can serve the objectives and budget allocated for the activities, GA Digital Solutions proposed the following channels to the client and it was easy as the client has been contemplating the same:
Though tele-calling would have helped meeting the two objectives, this channel was not actively taken forward by the client.
Though we have started off in September 2018 with organic promotions in Social Media building the conference page followers across the channels (FB, Insta, Pint, Twitter, etc.), we could quickly realize the need for quick reach with the limitations of takeoff time the organic promotions would need in meeting the objectives (reach and registrations for the conference) and the time available. We have initiated paid social media promotions.
Content marketing remained the key of all the promotions. We started off with
Lookalike Audiences proved to be very valuable, driving 24.19% of all clicks to the Registration page of the website from our Paid Campaigns. The experiment with Facebook Lead Gen Ads shed more light on the effectiveness of using Facebook Lookalike Audiences to discover prospects that might not be on the radar. For this conference, we saw this manifest in reaching Dentists and Dental Colleges from two of the Target Markets that were difficult to pin down on LinkedIn.
The Conference Registration form was very long on the website. We tried Facebook’s Lead Generation Ads to a Lookalike Audience to see if we could generate enquiries for Registrations that were otherwise put off by the long registration process on the registration page of the website. The Lead Gen Ads proved a great success; generating 20-25 avg leads daily. Of these, 14 were unique new enquiries from people who had not been reached before by other marketing channels. We ran this test very late in the campaign and incorporated Lead Gen ads.
Social Media is not just a fluff channel. Social Media promotions can build awareness of the brand/ event and it’s an excellent B2C channel delivering the RoI. Apart from the communications internally within the dentists association, for the conference, Social Media promotions was the largest marketing activity done by the conference organizers.