Digest...

Trade Show Hyper-Targeted Campaigns

1. The Cheapskate: If you want to forgo your expensive booth, then try a hyper-local, mobile geo-fencing campaign. This will allow you to buy up the mobile advertising in a geo-targeted area. You can even add layers of demographics on top of this to make sure you are targeting the right people in the area. This is a great way to spend a little to get a hyper-targeted audience. Remember: at trade shows, most people are on their cell phones anyway, so why not meet them where they are? This is much less expensive than a booth, and will easily get you in front of the correct people at the correct time. Also consider they are at a trade show to learn, so you can easily hit them with relevant content knowing they are likely to want to engage with that type of information.

2. The After-Party: Consider a new way to invite people to your party: try using geo-targeting via mobile to hit people right when the conference ends. This would allow you to get people on their way home, and allow them to know when and where your party is. It's a short-lived campaign, but one that may help you drive the leads you want to your party.

Breaking Into New Accounts via Hyper-Targeted Advertising

3. The Pre-Game: A great way to use this technology would be the Pre-Game campaign. If you are planning to have your inside sales team call ahead to set appointments, try using ABM to prep the companies you are about to call. Use ABM to advertise to the account for two weeks before your calling campaign. This will ensure your marketing makes it in front of the prospects so that your brand will be recognizable to them when you call.

Hyper-Targeted + Video via Social Feed

4. Twitter Made the Video Star: Many people are using retargeting, but did you know you could do this on your own on Twitter with video? Imagine that you want to do a hyper-targeted campaign targeted toward all of the people on a specific list. You can take your email list and make a special segment within Twitter, and then advertise a Twitter card to these people. I'd suggest using a video card, because your video can then be viewed within the feeds of people you may not be socially connected to, as long as you know their email. The video can have great content, then drive them to an opt-in section, or ask for a conversion in the feed. I'd suggest using a video-hosting solution such as Wisita or Vidyard if you are going to try this campaign, since it will make tracking your leads' engagement with your videos much easier.

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Conclusion...

It is possible to over-target your marketing message, which leaves an entire audience of potential conversions out in the cold. While you may see that customers are purchasing from very specific categories, it doesn't hurt to expand your reach a little to see if there is interest in complementary categories. Be systematic and decisive about how you target; don't make the audience too small, as you may be missing out on potential customers. However, you have to use caution when casting a wide net as well, or you may turn some subscribers off.