momentum programme and Framework in Action
From free-for-all to paid success: Transforming co-located events
How halving the audience doubled the value
Situation
Competing interests in a multi-event ecosystem
- Disruption of status quo: Three co-located events featured a mix of paying exhibitors and free attendees, one of which had been established for 30 years.
- Value proposition dilution: Exhibitors complained about non-exhibiting suppliers walking the isles ‘freeloading’ and the number of people selling to them.
- Complex interdependence: The interconnected nature of the events created a complex dynamic with potential buyers attending as exhibitors and non-exhibiting suppliers in other events.
- Conflicting viewpoints: The event teams had opposing views regarding the potential for a paid model because of their relative competitive position.
Objectives
A three-part formula for success
- Increase revenue: Significantly reduce the number of "unwanted" attendees through a paid entry model.
- Enhance audience quality: Implement a vetting system to ensure all attendees are qualified buyers, maximizing exhibitor ROI.
- Secure long-term stability: Safeguard the future success of all three co-located events, keeping the integrity of all events.
Solution
Data-driven strategy, tailored delivery & strong leadership
- Exhibitor research: Conducted comprehensive research to understand exhibitor concerns and potential outcomes of a paid model.
- Targeted sales propositions: Developed new exhibitor sales propositions tailored to each of the three shows, addressing their unique needs.
- Audience management: Implemented a vetting process to ensure only qualified buyers attended, while creating workarounds to mitigate potential audience size drops in some events.
- Operational overhaul: Revamped the registration process, audience communication strategy, and onsite delivery to manage the transition to a paid model.
"I remember that decision and David's valued leadership in navigating those choppy waters. Any client going through something similar would be lucky to have his insights in making a similar transition."
Results
All three shows continue to grow and two are geo-cloned
- Continued growth: Rebooking rates remained strong across all three events, demonstrating continued industry support for the new model.
- Global expansion: Two events achieved successful geo-clones using the same paid model.
- Exhibitor satisfaction: Exhibitors spent more time with qualified buyers, and this was reflected in improved NPS scores.
- Enhanced value: The focus on quality buyers led to a positive impact on exhibitor and visitor NPS scores.
Learning: The power of understanding and adaptation
This case study showcases the value of market research and strategic planning in implementing a successful paid model. By understanding stakeholder concerns and tailoring a solution that addressed them, these events achieved financial gains and ensured the long-term viability of all three.
When attempting to gain additional momentum with your events the framework acts as your team's strategic compass
It is the distilled wisdom and experience of growing events, multiple launches and winning competitive races at your fingertips.
The ten comprehensive modules below are built on these learnings and equip all event organisers with the necessary best practices, core principles and growth strategies to accelerate growth.
