Driving members to events can be challenging for associations, especially when budgets are tight. But using Facebook to recruit new and existing members to events can be done successfully without spending a significant amount of time and money.
Today we’d like to share a short case study of a successful event recruitment example for The Professional Associations for Customer Engagement.
Incept’s client needed more attendees for their upcoming event but didn’t know where to find them. Their main form of marketing, email, was not driving enough conversions.
Incept suggested a Facebook campaign using custom audience targeting of their 4,000 past and present members as well as new prospects created from an attribution-based audience for their target market.
The campaign used several styles of ad copy and creative in order to optimize for the best performing combinations. Short videos and carousel style ads drew in the most engagement and website visits from the target audience.
During the 4 week campaign, we reached 1,196 people with 11,478 impressions. 974 of the prospects reached and 68% of the clicks were generated from the attribution audience, prospects likely not aware of our client’s organization before this campaign. This created awareness of the event, their brand, and additional attendees for their event.
The Facebook pixel recorded 36 new registrations for the event during the time of the campaign, a potential ROI of 2,189%.