Media visibility and B2B demand for an industrial expo

INNOPROM is an international industrial exhibition in Riyadh that brings together government officials, investors, business leaders and industrial decision-makers. Encore built its Saudi media and digital presence, securing 29 media publications and 1,008 leads at an average CPL of 37.22 AED.

Client: INNOPROM Saudi Arabia
Industry: Exhibitions & trade shows
Services: Marketing, PR & Media

Results

What it delivered

29Media publications secured, including 24 organic placements

542,968,741Total media reach
11,452,700Social media reach
271,515Unique users reached through Meta ads
28,075 AEDTotal ad spend
1,008Leads generated
37.22 AEDAverage cost per lead, against a planned CPL of 40 AED
12–15 AEDCost per lead of the best-performing combinations
15–20 AEDCost per lead on Arabic-language campaigns, versus 30–40 AED in English

Arabic brought leads in at half the price

Ads ran in both Arabic and English to compare response and cost. Cost per lead, against a planned 40 AED:

Arabic 15–20 AED

English 30–40 AED

The brief

Build a strong digital and media presence for INNOPROM in Saudi Arabia, increase awareness of the event and attract a highly relevant B2B audience within a very limited timeframe.

Approach

What we did

Built a combined digital and PR launch strategy aimed at trust, authority and relevance in the Saudi business environment rather than reach alone.
Tested audience groups, geographies and language segments with a focus on Saudi Arabia, targeting business leaders, investors and buyers in Riyadh, Jeddah, Dammam, Mecca and Khobar.
Ran ads in both Arabic and English to compare behavioural response and cost efficiency.
Launched 7 ad campaigns, tested 15 audience groups and built 32 creative combinations, then scaled the strongest-performing audience-message matches.
Secured paid and organic media coverage in Arabic and English across Saudi Arabia and the wider Middle East, with additional syndication through news aggregators including MSN News.