When the BlueHive Group exhibited at HCEA, we did so with a mission: to help event and meeting planners in the Pharmaceutical, Biotechnology, and Medical Device industries who needed to improve their tradeshow experience. Exhibiting proved fruitful; we met many great event and meeting planners within the aforementioned industries, but that’s where our mission to ease the process of meeting and event planning really started. Through our conversations with HCEA attendees, we learned a lot about the specific pain points that event and meeting planners in these industries experience. Armed with better insight, we took our mission to the next level, setting our sights on the digital world.

The BlueHive Group offers customers end-to-end brand management solutions to help clients thrive. With industry experts from varying industries under our roof, coupled with the insights we’d gained from speaking with HCEA attendees, we developed a survey for event and meeting planners designed to help ease the meeting and event planning process.

Have you ever asked someone to fill out a survey? Or, better yet, have you ever received a phone call where the person on the other end of the line asks if you have a moment to answer a few questions? I’d be willing to bet you have, and I’d also bet you swiftly hit the end call button before answering any questions. Getting survey responses in the digital world isn’t so different. It’s difficult. That’s why determining the best channel to elicit responses from event and meeting planners was extremely important.

After the survey was built, the BlueHive Group team put our heads together and determined that LinkedIn was the most effective social channel for this campaign. Moving forward, we developed a LinkedIn Sponsored InMail campaign. Unlike other ad formats, Sponsored InMail allows you to send a personalized message directly to a LinkedIn user’s inbox. We wanted to capitalize on that AND add an additional incentive for LinkedIn users to fill out the survey, offering users a $5 Starbucks gift card which they would receive after the survey was completed.

Before I tell you about the jaw-dropping click-through rate our ad received, I want to tell you an approximate estimate for click-through rate averages across LinkedIn for Sponsored InMail ads. According to LinkedIn’s internal data, open rates for Sponsored InMail messages are 45% and of those 45%, 4-7% will click-through to a desired landing page. For our purposes, the landing page would be the survey. So, now that we have a little context, here are the results of our campaign.

During a span of one month, our ad was delivered to 1,000 LinkedIn users who fell within our targeting criteria (meeting and event planners within the Pharmaceutical, Biotechnology, and Medical Device industries). Of those 1,000 users who had seen our message, 570 clicked-through to the survey. That equals a staggering click-through rate of 57%.

The BlueHive Group #WhereGreatBrandsGrow #MoreThanMarketing

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Eric Troy

A master at bending plywood to his will, Eric is also a fledgling writer. Stick around so that you don’t miss the moment when his ideas take flight.