Medlab ME: How we used Location Based Mobile Advertising to deliver for Abbott
Medlab ME: How we used Location Based Mobile Advertising to deliver for Abbot
From visibility to credibility, exhibiting at a trade show has numerous benefits for your business. Establishing a presence for your company at a trade show gives you a powerful platform for meeting new customers, reaching out to your existing clientele and building a more established and reliable brand.
MEDlab is the largest laboratory exhibition and congress in the world. Held in the UAE at the Dubai International Convention & Exhibition Centre, over 30,000 visitors from across the world make their way to access cutting-edge healthcare innovations available from all continents. The event provides a significant opportunity for attendees to generate lucrative, highly targeted business leads – but no event is successful without a marketing campaign to match. If marketing is a conversation, one that goes back and forth between potential consumers and traders; then how do you make it easy to start these conversations?
At The Social Effect, we equip ourselves with a deep understanding of our client’s target market, as targeting with precision is considered the cornerstone of our digital blueprint. One of the ways we achieve this is through a technique we like to call, Location Based Mobile Advertising. This technique helps narrow down a huge potential market to a smaller niche demographic. To get the best bang for your marketing buck, Location Based Mobile Advertising only markets to consumers based on their location. You can connect the physical location of your business with your internet presence. Sounds almost too good to be true, right?
Location Based Mobile Advertising involves the use of GPS co-ordinates, Wi-Fi and cellular data. This technology allows us to place a geographic ‘fence’ around an area – such as an exhibition hall, venue, hotel or an airport. We then serve advertising campaigns strategically developed to suit the client’s needs to mobile devices within these geographic coordinates. These are sent to Facebook, Instagram and a wide variety of premium websites to prompt attendees to download the event app.
A Location can be determined by:
– GPS. The most trustworthy and accurate location data available.
– Wi-Fi touch points. This technique is also considered accurate.
– Cellular towers. This technique, however, is less accurate and not advised for hyperlocal location targeting.
– IP touch points. This technique is often only accurate at a city level.
We put this to work during our partnership with Abbott, a global healthcare company that conducts innovative research and manufactures products for human health. Abbott set out to promote their exhibition stall at Medlab Dubai in February and required a robust marketing plan to help achieve their goals. Using this technique, we served ads to Abbott’s prospects, increasing the awareness of their exhibition presence even as their prospects were unwinding in their hotel rooms, waiting in line for their coffee, or lounging in the foyer – all on their mobile devices.
With an over-delivery of 148 853 impressions and a whopping total of 625 000 – the Medlab exhibition was a resounding success for Abbott. Through geographic mobile ad targeting, Abbott achieved a 38% click rate on their CTA – a percentage which represents the number of people choosing to know more about Abbott and their services.
While the event ran over a period of 4 days, the highest number of impressions occurred on the last day of the event (Thursday) with a total of 183 574, while the lowest number of impressions was achieved on the first day of the event (Monday) with a total of 39 919. One of the challenges of a short term Location Based Mobile Advertising campaign aimed at trade shows or exhibitions, is that there is little time to test and adapt to the conditions on the ground and the unique character of the show’s foot traffic. The results above demonstrate how continuous optimisation of a campaign can lead to better results as it progresses.
The results indicate that 81,9% of impressions came from people’s mobile phones and 11.1% of impressions came from tablets – further reinforcing that social is here to stay, dominating users’ attention with the highest percentage of social media time spent on mobile devices.
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