Reconnecting with Your Audience Using Historical Event Targeting

Events have been cancelled, and it sucks. The face-to-face marketing machine has been turned off and maybe you’re at a loss for what to do with your budget (often a use it or lose it position) or you want to be able to reconnect with the potential customers you’re used to connecting with when your sales cycle needs it most. Times may be uncertain, but your marketing plan doesn’t have to be. With the latest digital tools, you can connect with the right people you’re eager to connect with at events.

Consider this: Internet usage is up 50% since the beginning of the pandemic as people across the globe have been, staying at home, using internet connections to work, access entertainment and communicate with others. So it begs the question: How do you get your message in front of the very people that you would have interacted with at an event way, way back in 2019?

Ad words are a popular way to reach a wide audience—however these campaigns can result in a wasted marketing budget – on people who might not be your ideal target because finding your target audience is more than a sum of key words or demos, it’s often about what they have done, or in this case – where they have been.  If you want to reach an audience based on locations or events that they have visited, this campaign just might be for you.

Let me break it down. This programmatic ad delivery tactic, based largely on a user’s historical location data can be used to target an audience that attended a trade show, a parts store, a repair facility or anywhere – really — with a digital display ad.

Using first party data and the latest in digital network ad delivery technology, this approach analyzes your prospect’s historical locationinformation and combines it with key attributes to create a powerful campaign that reaches a precise target audience.

Using historical event targeting, marketers can still get their message in front of attendees of last year’s show.  And to ensure that they are still key players in the market, first party data partners – like Babcox Media – can overlay key attributes of industry influencers build, mold, and optimize your audience – producing little waste or spillage.

If your goal is to get face to face with your clients and prospects during a period where social distancing is the new normal, historical targeting may be the next best thing to a handshake.


Brandi Gangel joined the company in February 2014 and oversees the audience data and research strategy for Babcox Media brands and corporate marketing initiatives. Prior to joining Babcox, Brandi worked for Panera Bread in a variety of field, brand and customer engagement marketing roles. She received her Bachelor of Science degree in Communications and Marketing from Saint Louis University, and her Masters of Media Communications from Webster University, St. Louis.