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Thousands of make-up artists, exhibitors, and enthusiasts gather at IMATS events to discuss, display and collect the best the industry has to offer. The show is held annually in six global locations: Los Angeles, New York, London, Vancouver, B.C., Toronto, and Atlanta.
In an ever-more-crowded beauty market experiencing rapid change and disruption in the digital age, IMATS needed to refocus on its unique value proposition in order to increase brand visibility and drive ticket sales.
We were able to meet and exceed IMATS’s goals by focusing our search marketing efforts around non-branded keywords targeted to those searching for shows, events, and offerings aligned with the IMATS mission—but who might not be familiar with the brand. We segmented our campaigns by location, and used a tiered approach for early-bird, regular, and last-minute sales that could be applied to each annual event and continuously optimized over time.