From niche launch to established date in the calendar

Situation

Challenging the status quo

Established dominance: The leisure travel industry's technology landscape was dominated by a well-established generic global exhibition, featuring a sizeable technology section with over 100 exhibitors.

Potential exhibitor dissatisfaction: However, anecdotal evidence suggested a potential disconnect within this established event. 

Competitor complacency: While the existing section offered reach, concerns regarding the quality of attendee engagement lingered.

Opportunity: Was a launch event impossible?

• Profit Goals: Launch with 60 exhibitors and achieve a break-even position.
• Quality over quantity: Attract 1,500 high-quality decision-makers with buying power and a vested interest in leisure travel technology solutions.

To validate the concerns of the market and assess potential demand, we conducted comprehensive market research.

The research explored exhibitor and attendee experiences, specifically focusing on the effectiveness of the current technology section.

The findings provided valuable insights and revealed a gap in the market. A substantial portion of exhibitors and attendees desired a more specialised technology event focused on the unique needs of the leisure travel sector.

Equipped with this data & insight, we formulated a strategic plan to launch a new event for the leisure travel industry.

• Niche focus: We narrowed the event's focus from a generic leisure technology to a specific segment, more suited to the exhibition format within leisure travel, tailoring the technology focus to their unique needs.

• Targeted audience: We crafted detailed audience personas to support creating the right educational content, and features to attract high-quality decision-makers.

• Competitive differentiation: The event offered unique networking opportunities and innovative educational formats, setting us apart from the competition.

• Exhibitor value: A comprehensive value proposition included enhanced booth options and sponsorship opportunities.

• Risk mitigation: A thorough risk analysis helped us anticipate and address potential competitive responses.

• Exceeded revenue & profit goals: Surpassing our ambitious targets, the launch year yielded a profit.
• Delighting exhibitors: Feedback confirmed we delivered the right audience, with exhibitors raving about the event experience and high-quality leads generated.

• Disrupted the competitive landscape: The competitor's technology section saw a 50% reduction in size the following year.  

Launch Resources

When launching events the Framework acts as your team's strategic compass

It is the distilled wisdom and experience of launching multiple conferences, exhibitions, digital media and even communities over 25 years.

The ten comprehensive modules below are built on these learnings and equip those looking to launch with the necessary best practices, core principles and growth strategies you need.