KIOSK, a leader in providing innovative kiosk solutions such as retail returns kiosks, cash-to-card kiosks, and buy online/pickup in-store kiosks, exhibited at the January Retail Focused trade show. The event allowed KIOSK to interact with a diverse array of attendees, many of whom were deeply interested in integrating advanced kiosk solutions into their operations. Post-show, these attendees were inspired and eager to achieve their 2024 goals, creating an ideal scenario for partnering with Blennd to create a retargeting campaign.
The Challenge
The primary challenge was to effectively capitalize on the post-show enthusiasm of trade show attendees and convert it into tangible sales leads. Traditional geo-targeting methods were not suitable for this highly specific audience who had already shown interest in KIOSK's products. Blennd’s task was to craft a retargeting strategy that would not only engage these individuals but also encourage them to take the next step in the sales funnel.
Our Approach
Strategy
Blennd’s innovative retargeting strategy pivoted away from conventional geo-targeting and instead focused on a more targeted approach. The strategy involved:
- Leveraging Email Lists: Utilized the email list of trade show attendees to reach out to those who had interacted with KIOSK at the event.
- On-Site Interactions: Re-engaged with individuals who had meaningful interactions with KIOSK representatives during the trade show.
- Repeat Website Visitors: Targeted repeat visitors to the KIOSK website who demonstrated ongoing interest in their products.
Goals
The primary goal was to generate high-quality leads for sales of retail kiosks, including retail returns kiosks, cash-to-card kiosks, and online/pickup in-store kiosks. The desired conversion action was to encourage users to submit a lead form.
Creative Approach
The campaign adopted a customer-centric focus, emphasizing the real-world benefits of using KIOSK's solutions. The creative elements highlighted user experiences, showcasing people interacting with the kiosks, and emphasized the ease of use and efficiency. Additionally, the campaign demonstrated how business owners could achieve improved results and reduce errors by integrating KIOSK solutions.
Campaign Highlights
The Google Ads campaign achieved conversions at a cost per acquisition (CPA) of $100. While this was higher than average, it indicated that the leads were highly qualified. The campaign remained effective for 2-3 months post-event, sustaining engagement and lead generation. On LinkedIn, the ads proved effective in driving quality traffic and conversions, generating five leads with a $500 spend, translating to a cost per lead of $100. This success provided valuable insights for the sales team to enhance outreach through LinkedIn engagement and InMail Sponsored campaigns.
The Google Ads performance also included conference retargeting ads, which yielded eight leads at a cost of $30 each. While these ads provided a higher volume of leads compared to LinkedIn ads, the leads were potentially less qualified, serving broader targeting purposes.
Results
The LinkedIn Conference Ads generated five highly qualified leads at $100 each, indicating a high level of interest and engagement among prospects. In contrast, the Google Ads General Ads yielded eight leads at $30 each, providing a beneficial volume of leads, though potentially less qualified than those from LinkedIn.
Recommendations
Based on the success of the retargeting strategy, the following recommendations were made:
- Maintain Effective Ads: Continue running NRF (National Retail Federation) retargeting ads and closely monitor their performance.
- Expand LinkedIn Testing: Further test LinkedIn’s lead form ad product to build on the current success and potentially lower costs.
- Sales Team Involvement: Encourage the sales team to actively engage on LinkedIn to complement ad efforts and manage LinkedIn form fills effectively.
Partner with Blennd for Proven Results
Blennd’s retargeting strategy for KIOSK, which focused on trade show attendees and leveraged platforms like LinkedIn and Google Ads, proved to be highly effective. By emphasizing a customer-centric approach and involving the sales team, Blennd successfully converted inspired prospects into qualified leads for KIOSK, laying a solid foundation for achieving its 2024 sales goals.Ready to transform your marketing efforts and achieve similar success? Partner with Blennd to craft and execute a retargeting strategy that drives results. Contact Blennd today to learn how we can help you turn inspired prospects into qualified leads and achieve your business objectives.
