Lofty was preparing a furniture expo in the Miami Beach Convention Center, and approached us with the primary goal of filling up the venue with attendees in the furniture, design and home decor space.
Our team created a campaign focusing on all verticals. From attendee registration to even securing exhibitors. We created an omnichannel media campaign, leveraging social media, influencers, highly-enriched data, email marketing and a custom made ticketing system that put our client in control of their data.
Our first goal was to ensure we appealed to attendees in the furniture and design industry, with a specific focus on the South Florida market. To achieve this, we used a combination of two powerful channels: email and social media. This approach gave our client full control over their data, rather than relying on a third-party tool.
The next step was building the marketing funnel to map out the path users would take—from the first interaction to ticket purchase. Most importantly, we focused on maintaining consistent engagement through email campaigns leading up to the event.
What made our social media ads so successful? Well firstly, lots of testing, but when combining many different ad copies, creatives, and having a high-converting landing page, we were able to achieve 43-95 registrants a day, making this channel, the most successful marketing channel for acquiring attendees.
Our post-purchase engagement made a big difference in increasing attendance rates, and building excitement for the event. All purchasers were looped into an email sequence discussing important information, and announcements related to the event.
The second side of the campaign was to procure and generate leads for potential exhibitors. To do this, we had to identify and enrich qualified data from companies that would benefit from exhibiting. This included:
Building target audiences based on job
profession/title/industry
Identifying where to acquire the data
Enriching data to ensure accuracy
We identified companies in wholesale furniture as a primary target, and pinpointed the VP of Sales, and C-level executives as our target prospects.
Another way to acquire data was to build lists of the company’s that were exhibiting at competitor conferences, and from there, find the key contacts.
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