Reed exposition

Occhio took care of developing the notoriety of the Equipbaie and Rééduca trade fairs and the organic acquisition of committed communities. Equipbaie is an event happening every 2 years that attracts 400 exhibitors and more than 20 000 professionals specialists in house protection, sun protection windows and house equipment. Rééduca brings together professionals and students in physiotherapy and rehabilitation. Over 3 days, the fair welcomes 150 exhibitors and more than 7000 visitors.

Challenge

The challenge for both trade fairs is to target professionals in two sectors that are not very digital friendly, which are not identifiable enough on LinkedIn and social networks.

The challenge for Equipbaie was to acquire visitors for the fair (the pass is not free) and to promote the fair organically, without deploying advertising budget. In order to achieve these goals, it was necessary to strengthen the notoriety of the Equipbaie and Metalexpo brands and to create a community of craftsmen and construction professionals. To promote each annual edition of its trade fair, Rééduca wanted to increase its digital reputation with a targeted audience. The goal is to create an active community that encourages the registration of visitors and exhibitors for the show. The acquisition mission starts 4 months before the beginning of the Salon. The challenge consists in increasing the reputation of Rééduca in an organic way.

x 0

Community increase

and x4 in 3 months

+ 0 %

Engagement rate

presales for two events

Our solution

Occhio has adopted strategies adapted to the needs of each fair to increase their notoriety and to create committed communities. The main solution regarding Equipbaie was to implement a Content Marketing strategy. The presence on Instagram and Facebook has also helped having a regular and close communication with the community.

Results

The various actions carried out by Occhio for Equipbaie allowed to multiply by 4 the community in three months. The commitment rate increased by 2% thanks to the implementation of a strategic approach. Targeting and Content Marketing have converted users with more than 1,000 presales for events. Rééduca’s Instagram account, with more than 1,000 followers, has become a major acquisition channel for its organic growth. The animation of the networks allowed to engage the community: 25% of the community is active. Partnerships with influencers have made Rééduca more visible to the kinesitherapist community. These collaborations are renewed a dozen times a year and perpetuate the digital reputation of the show.

Channels

Social Networks
Community Management
Content Marketing

The strategy

In order to achieve Equibaie’s objectives, Occhio has implemented a content strategy based on several elements:

Definition of personae for the client in order to better target the users and to build their loyalty by offering them relevant content,
Creation of a blog to improve the awareness of Equipbaie and the retention of users,
Content mapping to ensure that all elements were relevant and harmonized,
Setting up conversion tunnels,
SEO optimization.

Social networks

For these two projects, Occhio set up various actions to animate the social networks and reinforce the digital visibility of the two trade fairs:

Creation of a Facebook group for Equipbaie and an Instagram account for Rééduca in order to animate a community and promote exchanges between members,
Creation of an editorial line on social networks and setting up publication schedules. The animation of the pages consisted of interviews, sketchbooks of trends, discoveries of the sector. All in a human tone, close to the community members and ensuring the consistency of the image of the trade shows,
Publication of 3 to 5 posts per week on trade shows and sector news to increase their visibility. The broadcast of 3 stories Instagram per month has boosted the account of Reeduca,
Implementation of a strategy of growth hacking on various social networks,
Collaborations with influencers for Reeduca, which are still few. These partnerships increased the visibility of the show to the targeted audience and had a significant impact on registrations,
Attendance at the show to interview exhibitors, visitors and stakeholders.

Emailing

Content Marketing

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Get in Touch with Us

I’m positive we have a lot in common! We would love to talk with you. Feel free to contact us. The first call is on us.

Oriane Motte

oriane@occhio-agency.com

Juliette Lebre

juliette@occhio-agency.com