MPA's strategy for delivering growth exceeded the KPIs
The National 4x4 Outdoors Show, Fishing & Boating Expo is Australia’s largest 4WD and outdoors lifestyle show, held annually in Brisbane & Melbourne
Visitor numbers had been static for a number of years with exhibitors demanding an increase in customers with money to justify exhibiting. Economic growth and discretionary spending on entertaining had been significantly contracting.
KPIs for growth for each show were set at a 15% increase with a reduced year on year media budget.
MPA has always been invested in our business outcomes and gone well above and beyond the scope of their role in securing outcomes for my business. They understand how to work with tight budgets for maximum effectiveness and have been a productive and important member of our marketing team.
Paul Mathers, Exhibition Director, Exhibition & Trade Fairs
After an audit of the supplied creative assets, we spoke up and advised the client they wouldn’t achieve the goal with the current assets. MPA worked with the clients creative agency to re-hone the assets to include iconic outdoor and lifestyle imagery to build engagement across Social, Display, Youtube, TV and Catchup.
With linear TV audiences fracturing and without a large budget and a reduced budget to boot, MPA’s strategy was to shift the TV focus from metro to regional markets. For mass metro reach we utilised radio, securing high frequency integrated credits, supported by 30 and 15 second pre-recorded commercials across breakfast and drive. We then cherry-picked programs of category relevance on metro TV and used 15 second top and tail placement in the same ad break for cut through. Digitally, we ran a high frequency awareness campaign on Youtube, underpinned by programmatic display and social.
The results for the Expo were outstanding, with a 17% increase in attendance across the three days of the Melbourne event and a 30% increase in Brisbane, ensuring exhibitors rebooked space for 2020.