Working with a new tool might seem overwhelming at first, but getting the most out of Feathr is as simple as getting your data in early and planning your campaigns in advance.
Get your data in early
Every campaign you run in Feathr depends on data. Ad campaigns need cookied audience users, Invite campaigns need Partner data, and Partner campaigns require both.
So, getting that data setup in Feathr early is important.
The first step is to have the Feathr Super Pixel installed on every website and webpage you want to track. Then, you can build segments based on those tracked users, upload your email lists for email mapping, and generate search keyword lists so that Feathr can build cookied segments you can target with ad campaigns.
Next, gather initial Partner data, like contact emails and logos early on, so that you can run Invite landing page campaigns as soon as you’re ready.
Just to clarify – a Partner in Feathr is any party associated with your event, other than your attendees – for example speakers, exhibitors, and sponsors can all be Partners.
Getting that data into Feathr is the foundation for running any campaign, and planning those campaigns in advance will help ensure you get the most out of your time with Feathr. So, let’s go over planning:
Plan your campaigns
No (wo)man or, in this case, marketing program, is an island. So, it’s important to first take a step back and think about how your usage of Feathr ties into your overall marketing strategy.
Let’s say you have three key goals:
- To increase traffic to your event website.
- To increase registrations by retargeting your existing audience.
- To drive early interest for next year’s event.
By clarifying those goals ahead of time, you’ll be able to set a game plan in Feathr that helps you achieve each goal.
In this case, you might want to start with educational campaigns targeting search and lookalike audiences well before registration opens to get new people visiting your website.
Once those new audience members and your existing digital audience have been cookied by Feathr, you can run registration focused Ad campaigns.
And after the event wraps up, you can target your audience with ads highlighting the show experience, for example, to drive early interest for next year’s event, downloads of an event report, or even encourage exhibitor booth signups for next year’s show.
That’s a solid plan. But the key is looking at the goals for your show and setting your plan early.
Setting it up
Once you your plan, you can go ahead and arrange everything you’ll need – like ad creatives and determining the appropriate budget for each campaign.
And if there's one thing we've learned at Feathr from working with so many events, it's that you are BUSY. And the closer it gets to an event, the busier you get.
So even if you're not planning on flighting a campaign for a while, it’s a good idea to go ahead and get the creatives prepped so you don't have to scramble at the last minute.
Better yet – go ahead and create your campaigns and set them to start at a future date.
For example, if your event has multiple pricing tiers for different early bird rates, you can have creatives produced for each tier. Then you can create campaigns that start and end with each respective early bird tier.
Simple, right? You don’t have to think about it again – those campaigns will run when they’re supposed to, however; we highly recommend logging back into Feathr and seeing all of the registrations your campaigns are driving!
The key here again is to look ahead and make a plan.
Keep in mind that designing this plan is one of the things we at Feathr here to help with. So if you’re not totally clear about what your plan might look like – your customer success manager is here to help. We also have a great resource in our campaign ideas worksheet.
Every event is unique, so what works for one show might not be applicable to another. But nothing makes us more excited than a solid brainstorming session that ends in a new campaign idea that we haven't heard before.
So to recap: if you get your data in early, plan your campaigns, and set yourself up for success, you’re sure to get the most out of Feathr.
And please don’t forget, there is a ton of information like how to articles and video tutorials in the Feathr Help Desk at help.feathr.co in case you have specific questions about how to work in the app.