Total Motion Events organises sporting events for charities, schools, corporates and health clubs. Ranging from running races to multi-sports events. The project objectives were to increase the participation numbers of Total Motion Events with a primary focus on:
Digital Playmakers were appointed to review historical performance marketing campaigns and drive event registrations through Facebook and Instagram, whilst targeting the highest value audience segments to generate maximum return on investment from the given marketing budget.
An initial digital health check was performed to review Total Motion’s current state of play, analysing its historical data and previous strategic approaches.
This enabling us to produce a new high-level strategy to achieve short-term wins, such as local hyper-targeting via multiple geo-targeted campaigns. Alongside this, we implemented the latest 360-degree cross-platform tracking allowing Digital Playmakers to build Total Motion Events a blended paid-organic database. Effectively forming a synergy across paid and organic users. This is vitally important in the events sector due to the complicated nature events consumer lifecycles.
Defining a clear value proposition amongst an increasingly saturated events market and deliberately and strategical positioning Total Motion and their new alternative style events was a key priority for us, to help achieve a profitable return on investment whilst raising brand awareness and generating high volumes of event registrations.
To help overcome these challenges we started by arming ourselves with crucial data and to create in-depth customer profiles, of which we were able to put together thanks to the aforementioned digital health check.
Constructing accurate customer profiles is critical, not only to improve budget efficiency, paid engagement and conversion rate but also to report actionable insights to the client. Beyond first-party data, web retargeting and lookalike audiences we placed a real emphasis on locating high-quality prospects.
Digital Playmakers increased local event registrations, raised a significant amount of brand awareness in the local population, all whilst gaining crucial performance data and laying strong foundations for future performance marketing campaigns. Ultimately enabling the key stakeholders to make informed business decisions.
