PROJECT OVERVIEW
The 3rd Annual Lagos Leather Fair was held September 7-8, 2019. We were briefed a month before the event held. Having handled the event’s digital marketing the year before, we knew exactly what was needed but sent a new marketing strategy all the same. The goal was to improve on the successes from the previous year, & get at least 1,000 visitors to the event where over 70 Leather brands from around Nigeria would be showcasing their products.
EXISTING PROBLEMS
BRAND LANGUAGE & IMAGE CURATION:
Instagram is a very visual platform and to hold anyone’s attention, your posts must be high in resolution, visually appealing & language must be witty enough to reflect the online identity of the Lagos Leather Fair itself as well as the Leather brand being showcased in the best way.
SOCIAL MEDIA ADVERTISING:
They were yet to begin this and so far organic reach was low. Their team needed an agency who would target the right audience on social media.
OUR STRATEGY
PRE-EVENT
Our plan was simple. We carefully curated content around the exhibiting brands so the audience had an idea of what to expect at the show. We made sure all our posts across platforms included official hashtags for the event so that attendees could track content going up across all social media platforms. This would also help us engage with guests and monitor what is said online on both event days.
DURING EVENT
On the day of the fair, we wanted to make attendees aware of what was going on at all parts of the event (i.e. at the booths and at all seminars), and provide a recap of sorts for them on LLF’s Instagram stories after the event was over. For members of LLF’s online community who were unable to attend, we’d help bring the event to them. Posting timely photos and event updates will help attendees who are hundreds of miles away feel like they are right there at the show with us.
POST EVENT
Following any event, social media statistics go through the roof because people want to be reminded of their experiences. By using images and videos from the event, we re-inforced the message behind the creation of the fair, i.e. “Brand exposure, innovation, discussion & community”
OUR THOUGHT PROCESS
ADVERTISING
Based on the event schedule we provided, we began posting more information about the event about two weeks before “D-day” (i.e. schedules, speakers, video content from the previous year, calls to sign-up to attend e.t.c). This was when we began advertising. After our budget was approved, half of it was targeted at getting people to sign up on their website, the other half went towards increasing profile visits, engagement and followers on the LLF Instagram page.
SCHEDULING
Considering our team caters to multiple clients simultaneously, to be effective, we made sure to schedule all social media posts weeks in advance so as not to interrupt our own flow of business. We were also available to our clients 24/7 if there were any changes that needed to be made.
EVENT DAY
We put together a small team of people to handle live event coverage on both days of the event. One person was tasked to run around the market floor, taking real time photos of stalls, and all goings-on at the event. Another handled seminar engagement, with Instagram stories and live tweets at all 6 discussions and workshops.
RESULTS & DATA
LLF reached 269,119 people in total (i.e. unique accounts that saw THEIR postS).
THEY got 693,055 impressions (the number of times
the content was displayed, no matter if it was clicked or not)
over 1,200 attendees visited harbour point in the two days the event was held
5,492 people visited their profile (@THELAGOSLEATHERFAIR)
800+ people visited THEIR WEBSITE DIRECTLY TO SIGN UP BEFORE THE EVENT WAS HELD
1000+ people followed theIR INSTAGRAM page (@THELAGOSLEATHERFAIR)
DSF Media: The Content Agency 