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Event Marketing Strategies: How Venue Replay Can Help You Rethink Retargeting

Ever wished you could retarget attendees from past events in your event marketing strategy, even if they didn’t opt-in, sign up, visit your page, or share their info with you? Thanks to a new technology, you can target those attendees and market to them — even if the event they attended wasn’t yours. And, you can do it up to six months after that event.

Now that we’ve got your attention, here’s the scoop.

El Toro, a Louisville-based pioneer in IP targeting, is using its geo-framing technology Venue Replay to hit large-scale, event-based targets with greater precision than ever before. We’ll talk about how it works in a moment, but first…

Let’s talk about the returns of Venue Replay.

Well for starters, retroactive targeting and a 60% match rate in targeting a specific audience — a match rate that’s accomplished through a 100% cookie-free IP targeting solution.

Say you, or anyone for that matter, has an event. Three, or four, or six months down the road you want to target people for a similar event you’re having. El Toro steps in and provides the IP addresses of the attendees from the past event. Your marketing hits precisely those people that would be most interested. Instead of casting your line into muddy waters, you’ll know that you have a list of qualified targets who have given their business to similar events in the past.

Wait, wait, wait… they don’t have to attend your event?

That’s right. If you’re planning a tech sales conference and someone else had a technology conference three months ago, it’s possible for you to target the attendees with ads for your event. It’s great for any event that attracted 500 or more attendees. That’s a big part of what makes it a great marketing tool for future event growth and attendee acquisition.

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Here’s how it works.

Venue Replay uses geo-framing rather than geo-fencing. It goes beyond targeting a device while it’s at a location or when the user opts in — especially since geo-fencing requires a device having location services turned on.

El Toro’s geo-framing draws a specific frame around a target area like a stadium or conference hall. When someone within that frame uses their device (whether or not it has geo-location turned on) to do an internet search, that action records their unique device ID when they trigger any ad. El Toro collects all of the device IDs recorded without ever having to use cookies, pixels, or device fingerprints. That means attendees’ personal privacy is protected while producing a wider addressable audience for you.

The data that’s collected is then available for six months. El Toro accesses the device IDs when you need them and tracks them to their home network (or the network that device is most often connected to). It can then target them on any smartphone or device associated with or logged into that network like PCs, tablets, etc. 

As El Toro grows, so does its data. They currently have over 200 million IP addresses recorded.

A few ideas for using it in your event marketing strategy.

Display Advertising

With these IP addresses at the ready, your next display advertising campaign can be directed specifically at your target audience. Even if they don’t convert through the ad, you’re getting extra impressions that mean your event is a familiar name next time it pops up. “Oh yeah, that’s that conference that I’ve been seeing everywhere.”

Direct Mail

You can make a splash in the direct mail game by combining Venue Replay with one of El Toro’s other targeting products: Reverse Append. It’s a tool that finds physical addresses of past attendees. Which means, if you wanted to target people from last month’s bridal show with a card stock invitation to this month’s floral show, you could. (Hear that? It’s the sound of your direct mail ROI skyrocketing.)

The key is to connect the dots.

There are dozens of other approaches and combinations that make Venue Replay the foundation for an effective event marketing strategy. Having a solid grounding in how they work on their own is the key to understanding how they can connect. However you use this tool, it will allow you to go back in time for specific targeting rather than marketing broadly in the present. The past is open to you and your aim is much sharper.

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Planning the buffet, placing the mics, laying it all out — it’s not easy making the little details come to life. So in 2011, we set out to change the way events are designed by introducing better collaboration between planners and properties. Today, we’ve evolved that vision into an innovative platform offering the industry’s leading solutions for event sales, services, and group distribution. All to help the world create the best face-to-face events.