Fractal Family Feature: NoiseNet & Event Takeover Campaigns

NoiseNet are an innovative hardware and software startup working in the Smart City space, founded by Stuart Clough and Jonathan South, who aim to reduce the amount of noise pollution affecting modern cities. They've developed the NoiseNet Smart Noise Monitoring Device – a durable, portable, and discrete directional microphone array backed up by a powerful machine learning algorithm that identifies noise sources in a local area.

The Problem:

When NoiseNet first launched, they positioned themselves as a new tool for the real estate sector. That quickly proved unsustainable, but NoiseNet was able to pivot their target market swiftly towards supporting local government departments responsible for enforcing noise standards.

We quickly learned that going through procurement departments was a no-go. So we needed to target the end users, the environmental health officers. But attempting to get in front of those eyes digitally proved very tough. If we couldn't get in front of them digitally, we'd get in front of them physically – and then use that physicality to target them digitally. This is a strategy we call Event Takeovers.

The Solution:

Event Takeovers work like this: NoiseNet attends any conference of employees who work in environmental health, animal control, noise pollution, or smart city technology. While the NoiseNet crew are busy networking at the event, Fractal is back in the office geotargeting that conference with advertising across as many social media platforms as possible.

One of our most successful Event Takeover campaigns for NoiseNet was the 2021 Arizona Animal Control Association Conference. There, we spent $50 on advertising that grabbed 378 engagements from 2,053 impressions. At $0.13 CPC in what had previously been a tough audience to crack, Event Takeovers were looking to be very effective.

"Conferences have always been our most productive means of finding new customers," Stuart says. "We have found with the digital event takeovers that people often come to our stand having heard of us, even in a place we have just visited for the first time."

Event Takeovers are a digital marketing strategy that's uniquely suited to startups. Between the low cost and the ability to reinforce the digital awareness with a face-to-face conversation, Event Takeovers cover a lot of the bases that early startups need.