Micromobility Conference & Expo

Interpoint Events’ brand new trade show and exhibition, Micromobility Conference & Expo

BACKGROUND

The Micromobility Conference & Expo is an exciting new exhibition showcasing the latest in all micro e-transport solutions, from E-Bikes to E-Scooters, E-Skateboards and many more new innovations in the industry. The inaugural event aims to be a pioneering conference for the industry, paving the way for a bigger and better electric micro vehicle market in Australia. The 40+ exhibitor conference is a one-stop shop for all things Micromobility, including exhibitors such as Lime, Ride and Beam, as well as an outdoor test track to try out all the electric micro vehicles on offer.

THE BRIEF

Milestone Creative was engaged by Interpoint Events to manage marketing and stakeholder engagement for the inaugural event.

Challenges

First time event with zero prior brand presence
Post Covid consumer purchasing behaviour
Short lead-up time – no acquisition campaign
Brand new social media channels with no prior following

SERVICES

Marketing

Milestone delivered a marketing campaign containing the following activity:

Stakeholder engagement
Alliances
Listings
FB Group Posting

Social Media Management

We also delivered an organic social media campaign, building up new channels from a following of zero.

On-site Content

Our Social Media & Content Manager attended the event to share images and keep people engaged once the event had commenced.

Design

We provided design services for the conference & expo, including branded social media tiles and marketing assets.

The Results.

Despite the challenges, the event saw great results across the entirety of the campaign including a high number of pre-registrations and a total marketing reach of 5.5 million eyeballs.

We liaised with sponsors & exhibitors for the event as well as bicycle retailers to obtain confirmation of attendance and to encourage cross-promotional marketing through stakeholders owned channels and to their members. Through these means, Milestone Creative was able to attain a confirmed 988K eyeballs.

Milestone Creative also managed media buying for the event. Through negotiations with publications in the cycling industry and highly influential publications in the consumer space, we were able to secure a total of 3,256,400 eyeballs through media buying efforts.

Milestone Creative was engaged in an array of marketing activities to get the event out into the public eye. Strategies used included posting on listing sites and sharing through Facebook groups. We shared the event on over 20 listing sites that saw a combined website traffic of 17.3 million page views. Our database of Facebook groups included a total of 77 communities, with a combined membership of 2 million Facebook users. Throughout the campaign, we saw 1.56 million eyeballs over two rounds of posting in these groups.

Over the course of the campaign, Milestone managed the social media channels for the event, building them up from zero followers & posts to see total impressions of 209,882 and an engagement rate of 13% which exceeds the industry benchmark of 5.6%. Our Social Media & Content Manager also attended the event to gather on-site content from the conference & expo. The stories from the day can be viewed on the Micromobility Conference & Expo Instagram page.