Problem
When you think about BlockShow, you think about the flagship event of the Blockchain industry. The industry is going through an unknown and bumpy period for the last two years, which gives event organizers an uncomfortable feeling. Are we going to attract enough sponsors? Will people show up?
The goal of the engagement was to bring the international and local blockchain community to Singapore and to focus on user acquisition through paid advertising. In a highly saturated market, it was vital to find a good ratio between paid and free attendees.
Solution
Although the blockchain industry and companies involved in the space are going through a rough period, the technology is progressing faster than ever.
The solution was to find a mix of people active within the industry, as well as people with keen interest, regardless of which industry they were part of. The blockchain industry is too small to bring enough paying attendees to a conference, so we needed to be creative and flexible with our targeting.
We implemented a paid digital marketing strategy that would reach the projects in the space and inform them about the industry and the conference with rich content.
Besides that, we tested new audiences to attract “interested” people that are not very active in the industry but could potentially turn into more active players. Engaging with them helps the industry awareness and changes the conversation on the event floor.
Results
BlockShow was a great show with lots of positive feedback from attendees, sponsors, and speakers. The turnout was great on the first and second day. More than 4000 people attended BlockShow in two days. It was great for us to work with the BlockShow team as they took care of everything besides paid advertising.
When both sides focus on their core strengths, great things can happen around conferences.