Multi-Channel Campaign Execution

Build awareness and generate excitement leading up to the event using coordinated digital campaigns across channels like email, social media, display, and paid search.

Why it's Important

Drives booth traffic from your ideal customer profile (ICP)
Creates awareness before the event to warm up prospects
Boosts engagement and meeting bookings
Supports brand consistency across channels
Builds pre-show momentum that carries into the event

How to Implement

Identify your campaign goals (registrations, meetings, awareness)
Segment your audience by buyer persona, role, or intent
Develop creative assets for each channel (emails, banners, social posts)
Build campaign landing pages for appointment booking or exclusive content
Launch campaigns in sequence: save-the-date → teaser → value prop → call-to-action
Align ad messaging with email and organic social
Use retargeting to reinforce your messaging to interested visitors
Monitor performance and optimize based on engagement data

Available Workshops

Channel & Persona Mapping
Pre-Event Messaging Brainstorm
Campaign Asset Review Sprint
Social Ad Targeting Workshop
Lead Journey Simulation
Performance Optimization Review

Deliverables

Integrated Campaign Calendar
Email and Social Content Matrix
Pre-Event Landing Pages
Paid Ad Creative Sets
Appointment Booking Form

How to Measure

Open and click rates from email campaigns
CTR and conversions from paid ads
Number of booked meetings or form fills
Social media engagement (likes, shares, comments)
Pre-show website traffic spikes
Bounce rate and time on event-related landing pages
Cost per lead per channel

Real-World Examples

Gong

Ran teaser videos and countdowns across LinkedIn and email leading to SaaStr, increasing booth traffic by 2x.

Drift

Built an “Event Hub” microsite for conversational marketing, which included speaker announcements and meeting booking.

ZoomInfo

Used a retargeting strategy to drive registrants who visited the booth teaser page but didn’t convert.

Get It Right

Start campaigns at least 4–6 weeks ahead of the event
Use personalized messaging based on buyer roles
Include clear, low-friction calls-to-action
Align campaign tone with your booth experience
Track performance daily and iterate fast

Don't Make These Mistakes

Launching pre-event campaigns too late
Using generic messaging that doesn’t highlight event value
Forgetting to retarget high-intent audiences
Sending too many emails without a sequence strategy
Not tracking which campaigns generate booth visits or meetings

Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies