Robin Sharma

In 2015, we were delighted to manage the integrated online promotion campaign for Robin Sharma’s return to Romania, in Bucharest, for the event on September 17, 2015. At EBIG, we love events, so we created the online promotion strategy from scratch, complete with objectives and KPIs to match the conference. Brainstorming sessions, step-by-step research, and identifying the main target audience segments were among the first actions that kickstarted our collaboration.

For Robin Sharma’s only event in Europe in 2015, it was clear that an integrated strategy was needed. We focused on the client’s primary objective: the online sale of tickets (on the dedicated event platform), supported by brand-awareness actions. We outlined six types of Personas, developed the resulting typologies, and thus created tailored support messages for each typology. Once we established whom we were addressing, we needed to correctly identify where to find them and which channels to target. We approached a multi-channel strategy, using a complex mix of channels, and also explored the potential of Google AdWords campaigns.
We brought to light keywords, analyzed them, and later integrated them into contextual campaigns tailored to each audience segment, focusing on conversions (tickets purchased with cards/bank transactions) and paying attention to location, negative keywords, key destinations, bidding type used, ad extensions, audience lists, and more. But we didn’t stop at the Romanian audience; we also considered Robin Sharma’s fans from neighboring countries, those in major urban centers, and those constantly on the move (international airports in the area, with a focus on Mobile device users). 

We can’t forget to thank the special guests: LinkedIn Ads, Google Analytics, Moz, and Heatmaps! Using Heatmaps tools, we literally analyzed every move on the Robin Sharma Bucharest event site. We tracked their path on the site, knew what content they preferred, and managed to understand their needs. Further, we constantly improve and adapt to deliver exactly what they want.

Media Buying & Affiliate Marketing:
In addition to sites on the Google Display Network, we also promoted the event on other relevant sites. So, if you visited hotnews.ro, clubafaceri.ro, ziare.com, or other sites in different niches during the campaign period, you likely encountered the animated characters from the campaign banners. Additionally, we included the event in the network of affiliate sites and blogs from the Profitshare network.