IBC365 Target Audience Building Content Strategy

Increasing engagement and building high-intent remarketing audiences to grow data lists

The challenge

Ahead of the IBC2023 show, IBC wanted to increase its audience engagement and grow its data lists, building deeper brand perception and awareness of the show. Its goal was to encourage greater visitor attendance but also to upsell registrants to revenue generating IBC activities.

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IBC is the annual broadcast, media and technology show that regularly attracts 40,000+ visitors from over 170 countries to the RAI Amsterdam Convention Centre. Run ‘by the industry, for the industry’, the show is a place for discovering game-changing innovations, exploring new business models and networking with influential industry decision-makers.

Our Audience Research and Segmentation work informed our strategic approach to the marketing narratives, with social media promotional assets designed to grab attention and spark healthy discussions among the desired customer community.  

That Media Thing produced content for IBC’s website (IBC365) as part of an always-on, strategically joined up Awareness, Nurture and Conversion Content Marketing Programme. This tapped into popular industry topics such as Artificial Intelligence (AI) and Cloud Computing.

Powered by TMT’s Smart Audience Targeting approach, key content created by Subject Expert Journalists was promoted across LinkedIn to target audience profiles via narratives that identified relatable pain points and buying triggers. Multiple promotional assets, delivering multiple narratives, created rich new data sources and built high-intent remarketing audiences for IBC, ultimately delivering a flood of high-quality leads via pre-populated LinkedIn ‘on-platform’ forms.

"Our goal was to build new audiences that would value IBC as an essential resource for the global media and entertainment industry, and to capture leads from those most likely to take their relationship with IBC to the next level, including investing in commercial opportunities. That Media Thing skillfully translated subject expert content into core promotional narratives that connected, engaged and drove action from senior decision makers across the industry; successfully building a substantial remarketing audience of new target IBC community members, as well as securing the full contact details of high-intent prospects through an efficiently managed Paid Social Media Demand Generation Marketing Service."

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