SUCCESS STORY
Market
Vertical
Social Impacts
Cost Per Objective
Coste CPM
IN PRAISE SINCE 2010
Fira de Barcelona is one Barcelona Trade Fair Institution , established in 1932, which every year organizes and hosts numerous trade fairs and conferences in practically all economic sectors. Most of them are international in nature and are promoted to present sectoral innovations, exchange experiences between companies, knowledge and promote business.
At Elogia we have been collaborating with Fira Barcelona Since 2010, with a relationship which started punctually to provide support in the social communication of one of these salons and which has been consolidated for the last 6 years until today in which we are responsible for the entire strategy and execution of the media and social media plans of all the salons organized by the institution.
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A NEW B2B CHALLENGE
We had to be able to generate Communication and advertising campaigns for very specific professional targets , both nationally and internationally, to publicize the More than 40 annual shows , attracting exhibitors and, of course, visitors.
The way to face this challenge has been through a commitment to specialization of teams, in a combination of full-time dedicated implants together with the support of the operational areas: Social Media, SEM, Display, Email Marketing, SEO or Web Analytics, as well as collaboration in partnership mode with another independent agency for the coordination of offline media campaigns.
RESULTS ACHIEVED
Los results of the different campaigns They have been changing over these 6 years of relationship, but if we focus on the analysis of the last year, in general It leaves us with very good data on the improvement of salons in 2015 Compared to previous years: increases global investment by 207% , by incorporating offline into the management of integrated services by Elogia, although it is not the only reason, given that the investment in Social Media + Online Media increases by 40%, thanks to which Campaign impressions up more than 200% .
If we focus on purely online analysis, the Media CPM drops by 35% , increasing by more than 100% the volume of impressions served and 170% of social impacts .
But we don’t just feed our ego with impacts and coverage, campaign interaction has to be an indicator, if possible, more valuable. To illustrate this, we have been able to observe how this last year the average CPC of the campaign has been reduced by 56%, with a 90% growth in traffic to the different campaign sites, while the Cost per social engagement is reduced by 60% , even though the volume of followers on social networks has practically doubled.
In short, the CPO ( Cost Per Objective ), calculated based on impressions + interactions + followers, has improved by almost 35% .
CPC COST
TRAFFIC TO THE WEB
Coste CPM
