shares
Transforming into a Marketing Strategist, leveraging a deep understanding of visitor behavior and deploying precise, high-impact digital campaigns to drive attendance and boost sales.
National Saras 2023, an annual exhibition organized by NRLM and NULM with support from MoRD and MoHUA, served as a marketplace for Self-Help Groups (SHGs) from across India. Held at National College Grounds in Basavanagudi, Bengaluru, the event featured over 300 stalls selling handlooms, handicrafts, garments, and heritage items. An All India Food Court and evening cultural programs added to its appeal. However, despite its potential, the event initially struggled with low visitor turnout, impacting the exhibitors’ sales and overall success.
Challenges
• Low Footfall: Limited attendance hampered the sales of SHGs, threatening the event’s profitability.
• Competition: The need to stand out amidst various other local events and exhibitions.
• Engagement Gap: Difficulty in effectively communicating the event’s unique value propositions to potential attendees.
Approach:
Social Media Advertising
• Platform Targeting: Designed campaigns across Facebook, Instagram, YouTube, and Google Ads, focusing on visually engaging content and concise messaging.
• Geo-targeting: Utilized geofencing to target audiences within a specific radius of the event venue, ensuring relevance and actionability.
Content Customization
• Event Highlights: Highlighted the unique offerings such as diverse SHG products, the All India Food Court, and cultural programs through posts and videos.
• Empowering Messages: Showcased the opportunity to support women entrepreneurs and experience India’s cultural diversity.
Real-time Monitoring and Optimization
• Dynamic Adjustments: Monitored ad performance to refine targeting, messaging, and budget allocation for maximum efficiency.
• Final Push Strategy: Intensified campaigns during the last four days to maximize attendance and sales.
Performance Tracking
Leveraged analytics to measure visitor engagement and campaign ROI, making data-driven improvements throughout.
The Thinking
Objective: Drive visitor engagement, increase footfall, and ensure a profitable outcome for exhibitors while highlighting the event’s cultural and entrepreneurial significance.
Strategy Anchors:
• Optimize digital platforms using analytics and geo-targeting to amplify reach and engagement.
• Create a compelling digital presence that connects with diverse audiences.
Result
• Sales Surge: Revenue soared from ₹1 crore in the first week to ₹3 crores during the last four days, reflecting the success of the targeted campaigns.
• Increased Footfall: The exhibition experienced a substantial increase in visitors, boosting engagement across all stalls.
• Empowered SHGs: Greater exposure for SHGs enabled them to connect with a wider audience and achieve their sales goals.
