2. CASE STUDY
Diverisified Communications Event : PALM EXPO 2012
SOCIAL MEDIA MARKETING
Ashish Gandhi
+91 9167696999 A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
contact@postboxcommunications.com postboxcommunications.com
3. About PALM Expo
• PALM Expo is India’s only show on pro audio, lighting, live sound,
install sound, AV integration & music production.
• Completing a successful decade, PALM Expo continues to occupy
a key position in the pro audio and lighting
segment.www.palmexpo.in
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
4. Objective
• Brand- “PALM Expo 2012” ( Pro Audio Music Production
show) was organized by Diversified Communications group
for all those who are always keen to know about musical
instruments, pro audio etc…
• TG of the brand was 18 and older, across India. It was no
surprise that this TG was spending a more of time online.
• Positioning of the brand was based on its Latest Innovations
in Music Industry, Pro Audio, AV integration etc..
• The challenge was to extend the positioning of the brand on
online media and create buzz.
• Also look at social media to engage with the Youth TG.
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
5. BRAND Scenario
Background Objective Challenges
• Platform for all
Musicians and bands, • Drives Entries of • Niche events , targeted
Pro Audio Engineers / Participants to mass
Sound Recording • Driving Traffic to • Narrow target audience
Companies website
• TG’s above 18 yrs.
• Registrations online
• Creation of Events to
Invite Audience for
Expo
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
6. Execution STAGES
Creating Twitter Handle
Presence for the Expo
Creating
Awareness Blog Micro blogs SNS Forums
(via )
Engaging Highlight
Bloggers Music Enthusiasts Exhibitors @
Influencers Expo
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
7. Few Breakthroughs
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
8. Facebook Page Performance Ratio
April – May 2012.
March 2012 Likes Increased
upto 101%. Total
Initial Likes Likes : 2,000+
:1,253
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
9. Online Promotional Strategy
Postings On Fan
Tweets using Page about the Advertisement to
#Hash Tags and events lined up drive traffic to
Mentions from website to get
31st May – 2nd registrations.
June 2012
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
10. Virality - Targeting Groups
Entertainme
Musical nt Groups -
Bands SUNBURN
Music
Instrument
Manufacturers
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
11. Virality – Online Bloggers
Music Entertainment
Review Bloggers
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
12. Posting Example
• Numark, the world’s leading • Come and Witness this
manufacturer of DJ gear, is amalgamation of creative talent and
sponsoring exciting prizes from trade where few exhibitors are
their portfolio of DJ equipments for showcasing their state-of-the-art
the PALM DJ Competition. technologies from 31 May – 2 June
at Hall No 1, Bombay exhibition
Centre, Goregaon (E), Mumbai -
To participate in PALM DJ
Competition Submit your entries LOUD TECHNOLOGIES
Today. PRO TECH
visit: http://palmexpo.in/DJCompet SUN MEDIA VENTURES PVT
ition/DJCompetition.aspx LTD
Numark – Prize Promoting Exhibitors
Sponsor for PALM DJ – showcasing their
Competition 2012 products
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
13. Blog Post
A blog on word press
included post about the artist
/ bands performing at the
Ashish Gandhi
+91 9167696999
Event.
contact@postboxcommunications.com postboxcommunications.com
14. Video Promotion
We started uploading / sharing the
videos of previous event held on
You Tube and Facebook
Videos where mostly –
Ashish Gandhi Live Band Performances by Artist
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
15. THANK YOU
Ashish Gandhi
+91 9167696999
contact@postboxcommunications.com postboxcommunications.com
