Summary
Every year, Hexagon | MSC Software organizes a physical event, MSC User Conference, one of the largest flagship CAE events in the Indo-Pacific region, that attracts esteemed Executives, Business & Engineering Managers, CAE Industry Experts, Product Designers, Academicians & Partners from a wide spectrum of industries. Over the last decade, MSC User Conferences have focused on pertinent themes such as ‘Simulating Reality' in 2018, ‘Real to Real Time' in 2019 and ‘Engineering Convergence' in 2020.
Challenge
Reaching out to a niche audience online for a virtual event was challenging Engaging the audience online based on their choice of topics and interest Deliver & execute an effective marketing plan for the event's success
Objective
Network with Executives, Business & Engineering Managers, CAE Industry Experts, Product Designers, Academicians & Partners to participate in conference Provide key insights into the conference Attract maximum number of prospect registrants Develop a campaign environment that is virtual user-friendly Engage audiences online Follow client objectives and develop a content strategy Engage the audience on a landing page with chatbots, hero banners, and more
Strategy
Every year, Hexagon | MSC Software organizes a physical event, MSC User Conference, one of the largest flagship CAE events in the Indo-Pacific region, that attracts esteemed Executives, Business & Engineering Managers, CAE Industry Experts, Product Designers, Academicians & Partners from a wide spectrum of industries. Over the last decade, MSC User Conferences have focused on pertinent themes such as ‘Simulating Reality' in 2018, ‘Real to Real Time' in 2019, and ‘Engineering Convergence' in 2020. This year, the Virtual User Conference 2021 was centralized around the topic ‘Accelerating Smarter Engineering'. Starting from February 2021, Team Kenscio offered marketing solutions including - Theme ideation for the conference 3 months active social media marketing strategy with paid and organic promotions Group engagement & post sharing with niche audiences with virtual business pools, LinkedIn pages, and more Bi-weekly email campaigns touching upon various key points about MSC User Conference 2021 Proactive post-campaign marketing strategy with a feedback survey, event closing, and other details The Creative Team and MSC Software worked in-sync for about three weeks to complete the ideation phase. This phase defined the next marketing activities base. The process started with the creative team and client discussing key requirements. Followed by which, the team brainstormed and came up with the integral theme which was the chosen one. The idea: Portray Accelerating Smarter Engineering using graphics, animations, and more. Keeping in mind the brand colors, theme requirements, and final outcomes, this B2B conference acquired the best theme for its technology conference.
Data
Hexagon | MSC Software's capability to go forward with smart production helps connect Manufacturing with Intelligence through simulation technology. The idea behind the theme was Accelerating Smarter Engineering, where various stakeholders in manufacturing get together, accelerate product quality, performance and more with various key concepts explicitly simplified. With the Virtual User Conference 2021, the entire idea was to bring engineers and manufacturers to the point of acceleration. MSC User Conference 2021 was one of the most popular events in the Indopac region. The event targets a niche audience, pushing the marketing strategy towards pain-points-oriented ad copies, exciting social media posts, email campaigns, and more. To accelerate engineers innovation and manufacturers product quality, Hexagon | MSC Software organized this Virtual User Conference 2021 in order to- Deliver speed on technology's commitment Provide an opportunity to explore what's happening in the design and engineering space Establish a network among industry experts and business leaders (Company Executives, Engineers, Product Developers, CAE Specialists, their Partners and Academicians)
Solution
The process of making this campaign happen was all about going only forward The theme was the base of the campaign. The creative team worked on campaign theme before conceptualizing or developing any of the other marketing materials The brief received for this campaign was ambitious, and it gave the team a clear idea of what we should be focusing on Pre-campaign: Team call, develop 1st draft of UC 2021 Theme ideation Competitive analysis Explore central themes for the conference Microsite development Deliver with google meet Edit, incorporate feedback Final approval During campaign: Social media and email engagement YouTube video upload & meta updation Post campaign: Develop survey, collect data, and analyse data of survey Closing conference insights via email & social media engagements It was decided the base of this year's marketing campaign would be based on the concept of Smart Engineering. The creative team and email marketing team worked along with the digital marketing team and development team to make the virtual event a more engaging one Suggested end-to-end campaign action plan as the most potential solution in order to bring effectiveness. Activities included - Paid ads including Facebook, LinkedIn and Google Organic social media campaigns Email marketing or Marketo Web Development for lead generating landing pages Event creation on social media Creative Services
Results
Linkedin Ads Performance: We ran 4 campaigns: 1. Targeting Industry with higher Job Senioritis with Image Ads 2. Targeting Industry with Job title with Image Ads 3. Targeting Industry with Job title with Carousel Ads 4. Targeting Industry with higher Job Senioritis with video Ads Ads received : 665,539 impression 2,263 Ads click 55 conversions Through Linkedin paid ads we able to reach right people- industry(automotive, mechanical engineer, machinery, mining) & job title(owner, manager, director, sr. engineers)
