Multi-Channel Paid Media Strategy for a Major HVAC&R Trade Show

AHR Expo Mexico needed to maximize pre-registrations for its event while reaching a broad and highly specialized professional audience.

The campaign presented several challenges:

• Reaching audiences across all stages of the conversion funnel.
• Building awareness among HVAC&R professionals.
• Generating enough pre-registrations to measure and increase interest in the event.
• Efficiently allocating the advertising budget across multiple platforms.
• Adapting campaign strategies to the different audiences and opportunities available on each platform.
• Creating enough awareness and engagement to make the event stand out within a competitive industry.

Boundify developed a comprehensive multi-channel paid media strategy focused on awareness, engagement, and event registrations.

The strategy included:

• Audience segmentation and funnel development from unaware audiences through highly engaged users.
• Campaign adaptation by funnel stage, adjusting messaging according to the user's level of awareness and engagement.
• Strategic budget allocation based on historical performance and available opportunities.
• Multi-platform advertising across Google Ads, Facebook, Instagram, and TikTok.
• Content production, including banners, videos, and social media posts adapted to each platform.
• Continuous campaign optimization to maximize reach, engagement, and pre-registrations.

This approach allowed AHR Expo Mexico to combine broad industry awareness with targeted campaigns designed to move potential attendees toward registration.

The campaign generated strong results for the 2023 edition of AHR Expo Mexico, helping the event attract thousands of registrations while maintaining significant visibility and engagement across digital channels.

The strategy generated more than 13,000 event registrations, while campaigns averaged more than 50,000 clicks per month. Video campaigns also generated 19 million views, significantly expanding the event's reach among HVAC&R professionals.

Key results:

• 13,000+ event registrations for the 2023 edition.
• 50,000+ clicks per month on average across campaigns.
• 19 million video views generated through video advertising.
• Broad reach among professionals in the HVAC&R industry.
• Full-funnel campaigns covering awareness through engagement.
• Multi-channel presence across Google, Facebook, Instagram, and TikTok.
• Strategic budget allocation based on historical performance and platform opportunities.

Boundify structured campaigns around the entire conversion journey, from audiences with no previous awareness of the event to highly engaged users. Messaging and campaign objectives were adapted according to each stage of the funnel.

Google Ads, Facebook, Instagram, and TikTok were combined to reach different audience segments and maximize the event's digital presence. Budget was strategically allocated based on historical performance and opportunities across each platform.