{"id":8007,"date":"2022-01-26T11:17:26","date_gmt":"2022-01-26T10:17:26","guid":{"rendered":"https:\/\/new.contentplus.hu\/?post_type=esettanulmanyok&#038;p=8007"},"modified":"2022-01-26T14:08:45","modified_gmt":"2022-01-26T13:08:45","slug":"mlbkt-kongresszus","status":"publish","type":"esettanulmanyok","link":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/","title":{"rendered":"The biggest logistics conference in Hungary during the COVID-19 pandemic"},"content":{"rendered":"\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\"><strong>Introduction<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2020 was the year of uncertainty due to the COVID-19 pandemic.<strong> Hungary\u2019s biggest logistics association (MLBKT) planned to organise its annual professional conference as a live event,\u00a0 but halfway through the 2,5 months campaign, it turned out only online events could be organised.<\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"MLBKT kongresszusi platform bemutat\u00e1sa\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/DXgug8wFZnA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<style>iframe{min-height:550px;}<\/style>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:60% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"453\" src=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=1024%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-7057 size-full\" srcset=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=1024%2C453&amp;ssl=1 1024w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=600%2C266&amp;ssl=1 600w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=300%2C133&amp;ssl=1 300w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=768%2C340&amp;ssl=1 768w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?resize=250%2C111&amp;ssl=1 250w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-banner.jpeg?w=1200&amp;ssl=1 1200w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>A new goal was set to reach 50% registration compared to the previous year<\/strong> with a 30% lower registration fee. (Meanwhile similar pro conferences dropped their prices with 90% to survive).<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>One month communication was lost and the message had to be reshaped. Thanks to BBN Hungary\u2019s flexibility everything was possible.<\/strong><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\">Approach<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Formerly the conference was promoted by Google Ads, PR and email marketing, while <strong>BBN Hungary proposed a new approach shifting the communication to social media channels.<\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:60% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"960\" src=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=960%2C960&#038;ssl=1\" alt=\"\" class=\"wp-image-7184 size-full\" srcset=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=100%2C100&amp;ssl=1 100w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=600%2C600&amp;ssl=1 600w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=96%2C96&amp;ssl=1 96w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=84%2C84&amp;ssl=1 84w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/MLBKT-eloadok-2.jpeg?resize=134%2C134&amp;ssl=1 134w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>PPC ads were only used on Facebook<\/strong> and <strong>LinkedIn became an important communication channel with organic page posts, sending out in-mail invites from the personal profiles <\/strong>of two employees and an <strong>influencer marketing communication supported with social advocacy martech.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For the influencers <strong>MLBKT\u2019s Brand Ambassador of the Year competition was organised <\/strong>to increase engagement and achieve a higher share of voice on LinkedIn.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Beside these touchpoints <strong>PR, Google My Business and email marketing channels were also used<\/strong> to support the communication.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\"><strong>Results<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>The number of registrations reached 84% of the registration number of 2019. <\/strong>(To have a comparison the number of exhibitors dropped by 61% vs the former year because of the online event.)<\/p>\n\n\n\n<p><strong>The influencer marketing program realised 21% of all website visits<\/strong> and <strong>influenced 8% of the registrations and earned 4000 \u20ac media value, <\/strong>which meant this activity by its own almost paid back the total campaign spendings.<\/p>\n","protected":false},"author":1,"featured_media":7981,"template":"","class_list":["post-8007","esettanulmanyok","type-esettanulmanyok","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus<\/title>\n<meta name=\"description\" content=\"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT&#039;s marketing communication.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus\" \/>\n<meta property=\"og:description\" content=\"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT&#039;s marketing communication.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/\" \/>\n<meta property=\"og:site_name\" content=\"Content Plus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ContentPlus-810070335798145\/\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-26T13:08:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/contentplus.hu\/wp-content\/uploads\/2022\/01\/B2B-marketing-case-study-for-conference.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/\",\"url\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/\",\"name\":\"B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/contentplus.hu\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1\",\"datePublished\":\"2022-01-26T10:17:26+00:00\",\"dateModified\":\"2022-01-26T13:08:45+00:00\",\"description\":\"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT's marketing communication.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/contentplus.hu\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/contentplus.hu\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1\",\"width\":1200,\"height\":628},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/en\\\/case-study\\\/mlbkt-kongresszus\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Kezd\u0151lap\",\"item\":\"https:\\\/\\\/contentplus.hu\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The biggest logistics conference in Hungary during the COVID-19 pandemic\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#website\",\"url\":\"https:\\\/\\\/contentplus.hu\\\/\",\"name\":\"Content Plus\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/contentplus.hu\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#organization\",\"name\":\"ContentPlus\",\"url\":\"https:\\\/\\\/contentplus.hu\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/contentplus.hu\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/Contentplus-Logo_BBN_2025-e1739214936270.png?fit=1707%2C434&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/contentplus.hu\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/Contentplus-Logo_BBN_2025-e1739214936270.png?fit=1707%2C434&ssl=1\",\"width\":1707,\"height\":434,\"caption\":\"ContentPlus\"},\"image\":{\"@id\":\"https:\\\/\\\/contentplus.hu\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/ContentPlus-810070335798145\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/contentplus-hungary\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UC11GzqQty03bfowDysFL80w\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus","description":"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT's marketing communication.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/","og_locale":"en_US","og_type":"article","og_title":"B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus","og_description":"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT's marketing communication.","og_url":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/","og_site_name":"Content Plus","article_publisher":"https:\/\/www.facebook.com\/ContentPlus-810070335798145\/","article_modified_time":"2022-01-26T13:08:45+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/contentplus.hu\/wp-content\/uploads\/2022\/01\/B2B-marketing-case-study-for-conference.jpg","type":"image\/jpeg"}],"twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/","url":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/","name":"B2B marketing esettanulm\u00e1ny - MLBKT conference - ContentPlus","isPartOf":{"@id":"https:\/\/contentplus.hu\/#website"},"primaryImageOfPage":{"@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/#primaryimage"},"image":{"@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2022\/01\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1","datePublished":"2022-01-26T10:17:26+00:00","dateModified":"2022-01-26T13:08:45+00:00","description":"The biggest logistics conference in Hungary during the COVID pandemic. This is how ContentPlus helped MLBKT's marketing communication.","breadcrumb":{"@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/#primaryimage","url":"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2022\/01\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1","contentUrl":"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2022\/01\/B2B-marketing-case-study-for-conference.jpg?fit=1200%2C628&ssl=1","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/contentplus.hu\/en\/case-study\/mlbkt-kongresszus\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Kezd\u0151lap","item":"https:\/\/contentplus.hu\/"},{"@type":"ListItem","position":2,"name":"The biggest logistics conference in Hungary during the COVID-19 pandemic"}]},{"@type":"WebSite","@id":"https:\/\/contentplus.hu\/#website","url":"https:\/\/contentplus.hu\/","name":"Content Plus","description":"","publisher":{"@id":"https:\/\/contentplus.hu\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/contentplus.hu\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/contentplus.hu\/#organization","name":"ContentPlus","url":"https:\/\/contentplus.hu\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/contentplus.hu\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/10\/Contentplus-Logo_BBN_2025-e1739214936270.png?fit=1707%2C434&ssl=1","contentUrl":"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/10\/Contentplus-Logo_BBN_2025-e1739214936270.png?fit=1707%2C434&ssl=1","width":1707,"height":434,"caption":"ContentPlus"},"image":{"@id":"https:\/\/contentplus.hu\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ContentPlus-810070335798145\/","https:\/\/www.linkedin.com\/company\/contentplus-hungary\/","https:\/\/www.youtube.com\/channel\/UC11GzqQty03bfowDysFL80w"]}]}},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/esettanulmanyok\/8007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/esettanulmanyok"}],"about":[{"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/types\/esettanulmanyok"}],"author":[{"embeddable":true,"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/esettanulmanyok\/8007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/media\/7981"}],"wp:attachment":[{"href":"https:\/\/contentplus.hu\/en\/wp-json\/wp\/v2\/media?parent=8007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}