Every year The National Association of Convenience Stores (NACS) brings thousands of convenience and food and beverage professionals together for their signature event, the NACS Show. Over the past few years the NACS team noticed a decline in the effectiveness of their traditional marketing efforts. They came to Social Driver to launch their first ever digital-campaign to drive attendance, grow engagement, and continue to foster connection within the NACS community.
The campaign included fully integrated social media, email, and digital advertisements to drive registrations. Content creation included the launch of weekly listicles and coordinated emails and social media content promoting. This content built excitement for the show, the host city of Las Vegas, and sneak previews of the newest products.The team launched tracking pixels on the website and social media channels that tracked potential attendee behavior and delivered targeted social and digital ads around the showcases. In addition, Social Driver’s team led on the ground support during the event, covering the latest products and brands while engaging with influential attendees throughout the entire show.
Through Social Driver’s work, the NACS Show attracted a record number of attendees—growing registrations 10% and topping the previous attendance record set in 2004. NACS increased attendance within their target audience by over 500 people.