An international organization that specializes in arranging events for the transportation industry wanted to expand its reach to North America. In 2023, the organization co-located a U.S.-based association’s annual event, which serves the motorcoach industry.
To effectively manage exhibit sales and the exhibit floor in this new market, the organization sought the expertise of MCI USA. Without any past attendee data or demographics, the MCI USA sales team built a new contact database by sourcing all new contacts for the event as well as leveraging international exhibitors to identify suitable North American contacts.
Through strategic market research and a tailored sales approach, MCI USA's team achieved success for the organization's North American debut. They secured over half a million dollars in net new revenue, attracting a diverse range of exhibitors from both North America and international markets, enhancing the event's offerings. This endeavor enabled the organization to establish a strong presence in North America and gain valuable insights for potential future growth.
The collaboration between the international organization and MCI USA’s expert sales management team stands as an exemplary case of achieving success in unexplored territories. Through relationship-building, meticulous research and customized solutions, MCI USA played a pivotal role in ensuring the success of the North American event.
Results
$500,000+
Net new revenue
How strategic partnership helped one health care association exceed revenue goals year over year
