Exponential growth! When tasked to grow a meeting for a national trade organization, Meetings & Events USA steadily increased new and repeat attendance.
A major trade organization wanted to grow attendance at its annual meeting, but was having trouble doing so due to a naturally small, elite target audience. Meetings & Events USA team members investigated the pattern of past meetings and learned that repeat attendance was relatively low, which was a major problem given the low number of prospects for whom the meeting was relevant. We determined that location, venue and even audio-visual issues were part of the problem and adjusted the following year’s meeting accordingly. We communicated the changes with highly targeted and personalized promotion to past and prospective attendees. The first year we captured 35% more repeat attendees than in the previous 3 years combined. By constantly adjusting over each of the next three years, we have more than doubled their attendance and are looking forward to continued success as we head into planning our fifth annual meeting together.