Direct mail and emails
Using the exclusive CIPD database of over 140,000 CIPD members, highly targeted direct mailings and emails are sent out during the campaign. Both methods are delivered using personalised content based on fields such as sector, job level, past behaviour, CIPD membership status and more. We also employ a sophisticated data scoring model to target only qualitity visitors from a variety of backgrounds and interests that are relevant to your organisation. The exhibition is also boosted by mentions in further CIPD email newsletters and press releases, and via various external trade bulletin emails - all boasting large, relevant audiences.
"...one million targeted emails were sent out to 260,000 individuals..."
In 2015 alone, more than one million targeted emails were sent out to 260,000 individuals across nine waves following a carefully thought out, engaging content plan. A further 196,405 direct mail packs were delivered in the run up to the event, specifically promoting the exhibition.
"...174,500 exhibition tickets and postcards were inserted into trade magazines..."
We insert features in all relevant trade magazines including People Management, HR Magazine, HR Director, Management Today, Training Journal, Grapevine, E-learning Magazine and more. In 2015 alone, 174,500 exhibition tickets and postcards were inserted into trade magazines in the build up to the CIPD Learning and Development Show exhibition.
We run a dedicated, closely monitored PPC campaign, set up to encourage website traffic from Google. The exhibition is also further boosted by traffic from the conference.
A regularly updated CIPD microsite, content rich and SEO optimised to attract a variety of website traffic – including those who are not familiar with the CIPD or the CIPD Learning and Development Show exhibition or conference.
Detailed editorials on the CIPD website, along with other external websites, including HR Zone, emedia and more.
Online banners on relevant trade websites and in emails including People Management, HR Magazine, HR Director, Training Journal, E-learning Magazine and Grapevine. Banners also featured via CIPD’s internal channels, including CIPD Training’s microsite.
We promote the CIPD Learning & Development Show through all the main social media sites including Facebook, Twitter, LinkedIn, Google+ and more. We ensure active promotion throughout the year, including messages focussed on pre-registration/booking appointments via the CIPD Learning and Development Show exhibition website. Feeds are regularly monitored and plenty of messages are retweeted and shared from exhibitors.
"...the CIPD ‘blog squad’ was created of external, socially-active experts to create content and a social buzz."
We also encourage a social buzz online in our exclusive CIPD community forum, along with relevant discussions via LinkedIn. This is further supported by various blogs created in the build up to the show. In 2015 the CIPD ‘blog squad’ was created of external, socially-active experts to create content and a social buzz.
Various press releases are utilised to promote the show in the build-up, released to our exclusive database of media contacts, along with more than 78,000 contacts subscribed to receive CIPD press releases.