---
title: Trachte Seminar Geo-Targeting Strategy
type: article
created: '2025-10-03'
updated: '2025-10-03'
source_docs:
- raw/2025-10-03-trachte-marketing-meeting-91725349.md
tags:
- trachte
- ppc
- geo-targeting
- seminars
- regional-targeting
- google-ads
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Trachte Seminar Geo-Targeting Strategy

## Overview

Trachte runs PPC campaigns to drive registrations for regional sales seminars. As of October 2025, two seminars are active — **Seattle** and **Indianapolis** — with Seattle showing low registration numbers prompting a geographic targeting expansion. Separately, a broader regional budget reallocation was initiated based on input from Trachte's Director of Sales (Scott) to shift spend toward underperforming Southeast and Mid-Atlantic territories.

Related client context: [[wiki/clients/trachte/_index]]

---

## Seattle Seminar Campaign

### Current Setup (as of 2025-10-03)

- **Targeting:** Washington, Oregon, Vancouver (radius)
- **Performance:** ~$0.26 per landing page visit, ~550 clicks to landing page
- **Issue:** Registration numbers are low; audience reach may be too narrow for a region where attendees travel longer distances

### Expanded Targeting

Based on discussion with Robyn and Jessica, the geo-targeting was expanded to include:

- **Idaho** (added)
- **Alberta, Canada** (province — added)
- Additional Canadian coverage beyond the Vancouver radius

**Rationale:** Trachte has customers in Montana, Alberta, and other inland/northern areas who are willing to travel to a Seattle-area event. The Pacific Northwest draw extends further than the original WA/OR/Vancouver targeting assumed.

> "We have a lot of customers in Montana and Alberta and stuff like that, so that's what I was expanding into that area." — Robyn Ogden

### Campaign Settings

- Sign-ups remain open through event day (walk-ins accepted); campaign end date set to match
- Modeled after earlier seminar campaigns that performed well earlier in 2025

---

## Indianapolis Seminar Campaign

- Running concurrently with Seattle
- No targeting changes discussed in this meeting
- Next seminar after Indianapolis is Seattle (Seattle is the final one in the current cycle)

---

## Regional Budget Reallocation

### Background

Scott (Director of Sales, Trachte) flagged an imbalance in lead activity across regional sales territories:

| Region | Lead Activity | Action |
|---|---|---|
| Southwest / West | Strong — reps can't keep up | Maintain or reduce |
| Northeast | Solid | Maintain |
| Midwest | Consistently strong | Maintain |
| **Southeast** | **Low — reps idle** | **Increase budget** |
| **Mid-Atlantic** | **Low — reps idle** | **Increase budget** |

### Approach

Sebastian to split existing campaigns by region and reallocate budget toward Southeast and Mid-Atlantic. Reference points:

- **Trachte regional manager map** (on Trachte website) — use to identify exact state coverage per territory
- Key regional managers to target: **Tom Blockwitz**, **Aaron Sandmeyer**, and **Tanner** (Mid-Atlantic)

> "I'll see if I can, within our current campaigns, split off by region and then allocate more of that budget towards where we want." — Sebastian Gant

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## Action Items

- [x] **Sebastian:** Expand Seattle seminar PPC targeting — add Idaho, Alberta, more Canada to existing WA/OR/Vancouver targeting
- [ ] **Sebastian:** Split existing campaigns by region; allocate more budget to Southeast and Mid-Atlantic per Scott's input; reference regional manager map on Trachte website

---

## Key Takeaways

1. **Seminar geo-targeting should reflect travel patterns, not just proximity.** For western U.S. events, customers routinely travel from Montana, Alberta, and Idaho — states that a tight radius or state-only targeting will miss.
2. **Low registration ≠ low interest.** Expanding the addressable audience is a low-cost lever before assuming demand is weak.
3. **Regional sales input is a reliable signal for budget allocation.** When field reps report idle time, that's a direct indicator that marketing spend in their territory is insufficient. Tying PPC budget to territory-level sales activity creates a tighter feedback loop.
4. **Campaign splitting by region enables precise budget control.** Consolidated national campaigns obscure regional performance; splitting allows reallocation without rebuilding from scratch.

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## Related

- [[wiki/clients/trachte/_index]]
- [[wiki/clients/trachte/meetings/2025-10-03-marketing-check-in]]