Cybercon Florida: A LinkedIn Success
Challenge: Increase Attendance with ½ budget
LinkedIn Advertising + Retargeting Display, Reddit & Twitter.
LinkedIn: Sponsored Content & InMail
Sponsored Content: Upper & Mid Funnel
1: We targeted individuals on LinkedIn with IT related titles, software engineer related titles, professors in the field & every C-Level title across the state of Florida. This ran for two weeks and allowed us to build up our retargeting pool.
2: The sponsored content strategy was then segmented by the industry the audience was in and specific creative was used for each.
Sponsored InMail: Lower Funnel
We looked at which job titles responded positively to the Sponsored Content in terms of who clicked on the ad and who purchased a ticket. We picked the Top 10 titles and then sent a message to each person in their inbox prompting them to purchase a ticket to the convention. These individuals were already exposed to the Sponsored Content Ads which meant they were more likely to purchase a ticket.
Retargeting + Display
Due to the high quality of individuals driven to the site using LinkedIn professional targeting, the pool of website visitors was extremely qualified. The retargeting pool had a higher conversion rate than average and was the lynchpin in terms of final ticket sales. This was mainly because people were more likely to purchase tickets closer to the event date.
Reddit + Twitter
We experimented with these platforms to test their usability. By targeting communities related to, or interested in, cybersecurity & hacking we saw success. Reddit saw a higher level of activation in terms of lower CPMs, CPCs & more ticket sales. As soon as we realized Twitter wasn’t performing as well, we immediately optimized and switched all the budget to Reddit.
- 29% increase in attendees
- 22% increase in ticket sales
- Lower cost per purchase (higher profit)
- Increased awareness & social engagement
Bob McKay founded McKay Advertising + Activation in 2005. He has developed one of the most unique advertising agency experiences for clients, employees, and associates. A graduate of the University of South Florida, his 28 years in media are decorated with a long track record of success.
Eric is a graduate of the University of South Florida, where he majored in Communications and minored in Psychology. His ability to provide partners with both extensive insight and attention to detail gives him an upper hand in meeting a clients’ specific needs.
A summa cum laude graduate from the University of South Florida with a Bachelor’s in Psychology and a minor in Communications, Alex has plenty of experience in analysis. Working as a research assistant throughout college, Alex gained many insights into the design + modeling of experiments.
Christian is a two-time graduate of the University of Tampa, where he obtained his Bachelor’s Degree in Advertising & Public Relations and his MBA-Marketing. Born on the island of Trinidad & Tobago, Christian has been involved in the advertising world since 2009.
Matthew, who was born disabled, has never let anything get in his way of achieving his goals. He is a graduate of the University of South Florida and is a certified Google AdWords and Google Analytics professional, as well as a Hootsuite Certified Social Marketer.
Without sacrificing any of his daily trips to the local coffee shop, Loc graduated with an advertising degree from the University of South Florida. Fueled by sushi and caffeine, he landed the Platform Manager role and took on a position brainstorming digital tactics for McKay.
Dawn is a graphic and web designer with over 10 years of experience. Her passion for design shines through in her professionalism, attention to detail, and spectacular work. She loves to get the creative juices flowing to help your business display a proper corporate identity.
Megan is a graduate of the University of Akron, where she obtained her Bachelor’s Degree in Visual Arts and a double minor in Consumer Marketing and Fashion Merchandising. She is Google Ad Certified and Google Analytics experienced and worked at Home Shopping Network out of college.