Tripling Mid-funnel Acquisition Through Integrated Communications and Content
Avocet Communications celebrated big wins and played a critical role in positioning its client, Aircraft Performance Group (APG), as it strategized a new market vision and introduced a new product to the market at the industry’s most important trade show.
Avocet planned and deployed a full-funnel integrated marketing communications program to increase awareness for APG, an aviation software and app development company specializing in aircraft performance and flight planning, at the National Business Aviation Association’s (NBAA) annual conference in Las Vegas.
Team Avocet’s goal was to position APG as a best-in-class solutions provider driving product purchase conversions. The agency created a new website and the execution a corporate rebrand in line with the business’ growth trajectory.
Content creation including organic social media, podcast development, collateral, digital advertising assets, and print campaigns provided the ammunition necessary to drive communications through marketing channels including social, display, email, advertising, PR/MR, and in-person.
The team’s results were multi-faceted and hinged on increasing booth attendance (up 3X year-over-year) and on proactive media relations (Earned Media Value reach increased 97 percent year-over-year). Additionally, Avocet achieved 2.3X year-over-year organic social engagement, paid digital advertising exceeded the industry average for click through rate by 4X, and email CTR advanced 47 percent YOY. Moreover, sales pipeline more than tripled year-over-year.