When it comes to creating impactful event marketing campaigns, BossMan Media has a proven track record. As the creator of the Caravan, Camping, and Outdoor Living Shows in Geelong, Yarrawonga, Gosford, Nowra, and Tamworth, we built the show from the ground up, and crafted strategic campaigns that resonated with local audiences, maximised foot traffic, and supported regional businesses. With a tailored approach for each location, we ensured every event surpassed expectations year after year.
A Strategy Built for Local Success
Each of the five events presented a unique challenge—how to connect with local audiences in a way that would drive attendance and engagement. We designed customised marketing strategies for each location, factoring in demographics, regional interests, and consumer behaviours to hit the right “hot buttons” for every community.
Drawing from insights gained through previous campaigns, we refined our approach to continuously optimise results. Our strategy focused on three key objectives:
- Building awareness in the lead-up to each event.
- Maximising engagement across multiple platforms.
- Driving attendance and boosting local spending at the event.
For the Geelong Outdoor Living Show in January 2020, which marked its 7th year, we implemented a highly effective, multi-platform campaign over a four-week period. By leveraging a combination of traditional and digital media, we ensured the event remained top of mind for local consumers.
Precision Execution for Maximum Impact
As a leading events agency in Melbourne, BossMan Media brought extensive expertise to every stage of execution.
We customised each campaign to align with the interests of the local audience. In Geelong, for example, we highlighted community involvement and the economic benefits of supporting local businesses, while in other regions, we adjusted messaging to reflect each community’s unique passion for outdoor living and adventure.
For the Geelong Outdoor Living Show, we deployed an integrated campaign spanning:
- Social media marketing
- Digital display advertising
- Search engine marketing (SEM)
- Outdoor advertising
This ensured maximum visibility and drove traffic to the event website, where potential attendees could learn more and secure their tickets.
Final Week Radio & TV Push
A well-timed media burst was critical to converting interest into action. Ten days before the event, we launched a radio and television advertising blitz to saturate the Geelong market. This strategic push ensured the event remained top of mind as locals planned their weekends, driving last-minute ticket sales and attendance.
Throughout the campaign, we closely monitored key performance metrics, adjusting our approach to maximise effectiveness. By analysing engagement and conversion rates, we fine-tuned messaging and ad placements to ensure peak performance.
Beyond traditional marketing efforts, we actively engaged with local businesses, forming promotional partnerships that encouraged cross-marketing. This strengthened community involvement and enhanced the overall experience for attendees, leading to higher participation and increased spending at the event.
The Results: A Win for Everyone
Our strategic approach delivered outstanding results, benefiting attendees, exhibitors, and local businesses alike:
- Increased Foot Traffic & Local Spend – The campaign successfully drove strong attendance, leading to a significant boost in local spending at the event.
- Enhanced Brand Awareness – With a robust media presence, the Caravan, Camping, and Outdoor Living Shows gained widespread recognition, ensuring exhibitors enjoyed greater visibility and customer engagement.
- Client Satisfaction – Event organisers, exhibitors, and attendees alike provided overwhelmingly positive feedback, highlighting the success of the marketing campaign and its execution.
BossMan Media’s expertise in event marketing played a crucial role in making the Caravan, Camping, and Outdoor Living Shows a success across all five locations. By developing tailored strategies, executing multi-platform campaigns, and leveraging community engagement, we created an unforgettable experience for all involved.
