Konica Minolta looked to drive maximum impact at this year’s biggest print trade show, Printing United. The initiative focused on connecting with the printing community leading up to the show to drive attendance to Konica Minolta’s booth activation that included the launch of a new Accurio printer.
The goal was to register qualified leads of print purchase decision makers to sign up for a product demonstration at the Konica Minolta booth and position the brand as a thought-leader in the graphic communications and industrial print markets.
Based on our findings, we developed an integrated strategy anchored in a programmatic digital approach and geo-targeted mobile, while also placing advertising within specific print trade magazines, e-newsletters, and in-app experiences. The programmatic advertising included native ads that drove users to long-form content pieces on the Konica Minolta blog.
The program marketing funnel drove target users to a custom-built landing page with a conversion CTA and then retargeted them with on-going digital advertising. We also created branded assets for Konica Minolta’s Diamond show sponsorship, and all media drove a qualified audience to visit the booth activation.
Konica Minolta was able to garner over 11 million ad impressions with a click-through rate that was over 3X the industry standard. Display ads drove the most impressions and clicks, while native executions had the highest click-through rates. 522 people signed up for the event registration via the landing page, for a conversion rate of 3.8%