Content Marketing Helps Country's Largest Retail Trade Show Operator Increase Attendance by 14%

Event organizers attribute its largest attendance increase in 3 years to the show's comprehensive content strategy, putting event content marketing at the forefront of attendee acquisition

Nov 11, 2015, 07:25 ET from 818 Agency

NEW YORK, Nov. 11, 2015 /PRNewswire/ -- 818 Agency, a bicoastal content strategy firm specializing in B2B events and conferences, recently helped one of the nation's largest trade shows increase year-over-year attendance by 14% using ongoing and real-time content marketing to drive attendee registration and year-round engagement.

"The success of this campaign has demonstrated just how important it is for companies to evolve into "content-first" enterprises - and how content marketing has revolutionized attendee and exhibitor acquisition for the trade show industry," says Lorraine Tran, 818 Agency's managing director.

Through the six-month campaign, 818 Agency planned, launched, and managed a resource-rich online B2B magazine that increased web traffic by nearly 50% and boasted a 25% registration conversion rate for key articles. The focus on high-quality content delivered to a specific audience led to more registrants and ultimately more attendees.

The campaign included leads generated by registration-driven Facebook ads, targeted paid content delivery, custom Unbounce landing pages to speed up registrations, guest content from industry experts, and real-time live content during the show -- all trackable efforts that delivered ROI well beyond engagement or impressions.

"The ability to engage audiences year-round with content marketing is transforming how trade shows, and conferences both prospect and interact with their attendees," adds Lorraine Tran. "By bringing educational offerings online through interviews, reports and industry trends, a trade show can become an invaluable year-round resource - and increase attendees' ROI at the event."

In addition to recent successes in fashion, e-commerce, travel/hospitality, and architecture, 818 Agency has expanded its services to include B2B conferences and multi-day events for business and consumer audiences. Case studies upon request.

About 818 Agency

818 Agency is a creative B2B content marketing agency that helps businesses land more clients using editorial content, lead generation, and social media advertising.

818 Agency has guided Emerald Expositions, Kenneth Cole, Bluefly, ASD Market Week, Luxury Interactive Conference, MAGIC trade show, Clio Awards and Levi's - while providing content marketing insights to The NY Times, The Guardian, Forbes, and Fast Company.

Headquartered in NYC's FlatIron District, with an office in Los Angeles.

Media Contact 
Tracie Heffernan

SOURCE 818 Agency