Case Study: ITEC

The Challenge
ITEC regional technology events were facing declining attendance, along with most other trade shows throughout the U.S. Client had little to no profile information on past attendees or why they attended. Pressure to retain and expand exhibitors was mounting.

The Targets
Technology decision-makers in over 40 distinct U.S. markets.

The Solution
Compiled a detailed profile of past attendees in all 40 markets. Developed an SIC targeting system for identifying prime prospects and for refining exhibitor list. Revamped communications budget and approach to feature harder working, more efficient tactical mix. Developed E-mail reservation capture system, which cut costs by 10% while growing response. Redeveloped mail materials with stronger offer and more focused sales message, while personalizing packages to each of 40+ markets. All without increasing costs.

The Results
Increased attendance 22% percent across the board in a single year. Named by SISO as one of the fastest growing event management companies in the nation.

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