By Thomas Lashier
Back in August, our good friends at the Iowa Association of Business and Industry (ABI) reached out to us to help promote their ABI Executive Open at Glen Oaks Country Club in West Des Moines. Leisa Fox, Senior Vice President at ABI, met with us in Des Moines to let us know that ABI wanted to recruit more influential business leaders to play in the golf event. The problem was that ABI was having difficulty targeting and attracting Iowa business leaders.
After talking with the ABI team, Austin and I went about creating a targeted social media marketing campaign to find more business leaders through Facebook and LinkedIn advertising. From the beginning of August, we had just one month to identify and convert business leaders into registered golfers for the Sept. 22nd event. We had to get to work quickly!
We targeted Facebook and Twitter users in the Des Moines and Cedar Rapids metro areas. We targeted users between 35-65 with specific C-level job titles. We also targeted “Executive” job titles and found more people with business interests within those two metro areas. We then set our budget and created our advertisements, which featured golf and networking photos from last year’s Executive Open. With a targeted, relevant audience and visually engaging advertisements, we were ready.
In just one month, we were able to drive over 500 targeted prospects to the Executive Open registration page. We were also able to reach over 7,200 targeted prospects with our social media marketing messages. Below is an except from our marketing report that we put together on the day of the golf event:
And here’s a great quote from Leisa Fox, Senior VP at Iowa ABI:
“ABI was one of the earliest adapters of association social media use. We have strong engagement among our members, but often felt like we weren’t strategic in our messaging. We went to Freaky Fresh for guidance on how to extend our reach beyond our own usual suspects. It worked!”
With help from Freaky Fresh, Iowa ABI was able to fill all golfer registrations and even ended up having to turn some people down due to all of the increased exposure! We were able to market ABI’s event and promote it to over 7,200 business leaders in Des Moines and Cedar Rapids in just one month. What could your business do with that kind of exposure?
P.S.: After the golf outing, we met with Kim Reynolds, Lt. Governor of Iowa! So there’s that…