Performance marketing for the conference on civilian drones

Client:
Transport of the Future, a manufacturer of unmanned city taxis, agro and cargo automated systems.

Situation:
‘Transport of the Future’ organises conferences for chief engineers, production managers and inventors across Russia. One cycle is a series of conferences in 4-5 major cities in different regions. The purpose of the conferences is PR and attracting specialists to the team.

Task:
To collect at least 100 registrations of experts and contestants in each city.

What we did:

• Every 7-10 days we launched a campaign for a new city to evenly gain registrations. We promoted the conference in Russian advertising and VKontakte. The audience was segmented by keywords, professions, interests, and the intersection of these characteristics. A targeted approach guaranteed the quality of traffic: the client was interested in production managers, chief engineers and leading specialists from related industries, such as programmers and flight test engineers. We also did some seeding in Telegram.
• In the process, we found out that the site does not convert traffic into leads well if the population of the city is less than 700 thousand people. The client could not change the site in a short time.
• We proposed a solution in the form of a mini-boarding with simple navigation and a bot. The client agreed, and we made the website in a day. The bot collected applications, about 25 per day, gave the technical task to the contestants and sent users to the VKontakte group or Telegram channel. Thoughtful design of the mini-boarding did not overload with details, but gave useful information in a clear form.

Result:
Collected between 140 and 320 registrations in each city. We also increased the number of Transport of the Future subscribers in the VKontakte group by 270 people.