In the long-haul transportation industry, marketing—for many years—was a bit of an afterthought. It focused primarily on the obvious targets of trade magazine print ads, fliers and posters. But like so many industries, competition ramped up and the best-performing players had to bring some better digital advertising game, if they wanted to keep up and overtake their rivals.
Tradeshows are mandatory in the long-haul transportation industry. With so many different facets within the business, it necessitates many different events. Truck manufacturers, trailer manufacturers, OEM, aftermarket, fleet owners, warehouse distributors, international vendors…the list continues. Something that had never been done before, was to capture not only geographical data during each event, but also to sort customers into different verticals. This meant that in post-show digital campaigns—In addition to geo-targeting—we could also target by vertical at the same time.
By geo-fencing the HDAW trade show in Dallas we served 900,000 ads on electronic devices. We then retargeted the same captured devices after the show and had 800,000 more impressions that delivered 80,000 unique page views and inquiries.