wiki/knowledge/paid-social/trachte-trade-show-campaigns.md · 633 words · 2025-10-20

Trachte Trade Show Ad Campaigns (Metalcon & Big Ideas)

Overview

Trachte is running paid ad campaigns tied to two upcoming trade shows: Metalcon and Big Ideas. Ads were configured with event-wide and venue-specific targeting using copy adapted from prior show campaigns. A critical gap identified in the October 20 meeting: ads were pointing to a generic events page rather than dedicated landing pages, missing a lead capture opportunity. Metalcon ads were set to launch the following day, making this urgent.

The Big Ideas show has additional complexity due to a co-sponsorship activation with TrackRite and a potential geofencing component.

Campaign Structure

Format: Event-wide and venue-specific ad sets
Copy: Adapted from prior trade show campaign templates
Platforms: Meta (confirmed); geofencing under consideration for Big Ideas
Destination URL (at time of meeting): Generic Trachte events/trade show page — flagged as insufficient

Landing Page Gap (Urgent)

At the time of the meeting, both campaigns lacked dedicated landing pages. The existing setup sent traffic to a generic events listing rather than a page designed to capture leads.

Resolution agreed upon:
- Use the existing landing page template already in the Trachte website editor
- Miranda to build out pages for both Metalcon and Big Ideas
- Jessica to update the Metalcon page and send the URL to Sebastian
- Sebastian to swap in the new URLs before the Metalcon campaign goes live

"Normally we have a landing page that says, like, we have a template in our website already… you can put their contact information, who's going to be there, whatever." — Jessica Rudnicki

Metalcon

Launch: October 21, 2025 (day after this meeting)
Action: Landing page needed immediately; Jessica to update template and send URL to Sebastian same day

Big Ideas

Co-sponsorship: Trachte is co-sponsoring a "Branding Corral" activation with TrackRite
Attendees must visit the TrackRite booth to receive a custom belt
Mechanic is designed to drive foot traffic to the TrackRite booth
Ad integration: TrackRite Branding Corral graphics to be incorporated into Big Ideas ads
TrackRite posted about the activation on LinkedIn; Jessica reshared it
Geofencing: Sebastian flagged geofencing as a potential tactic to target attendees at or near the venue; to be incorporated if graphics and assets are provided
Action: Robyn to email Sebastian the Big Ideas Branding Corral graphics

Smart Locking Solutions Context

Running alongside the trade show push, Trachte is announcing two new smart locking partners via press releases (one the week of this meeting, one the following week). The "Passport" page on the Trachte website is being repositioned as a broader "Smart Locking Solutions" hub. Bundled offer campaigns (e.g., Trachte door + partner latch) are planned as a follow-on digital advertising initiative once partnership details are finalized.

Action Items

Owner	Task
Jessica Rudnicki	Update Metalcon landing page using existing template; send URL to Sebastian
Miranda Strong	Build dedicated landing pages for Metalcon and Big Ideas
Sebastian Gant	Swap landing page URLs into both campaigns once received
Robyn Ogden	Email Sebastian Big Ideas Branding Corral graphics for ad creative
Sebastian Gant	Incorporate Branding Corral mechanic into Big Ideas ads; evaluate geofencing

Key Decisions

Do not send trade show ad traffic to the generic events page or the external Metalcon website
Use the existing Trachte landing page template for both shows
Big Ideas ads should reflect the TrackRite Branding Corral co-sponsorship mechanic
Geofencing is on the table for Big Ideas pending asset delivery

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