Amplifying industry engagement: A path to enhanced event success for an audio technology society

Headquartered in New York, a prominent association in the audio engineering industry stands as a pillar in the global audio engineering sector. Known for its array of events worldwide, this professional society ensures its nearly 10,000 international members have a platform to advance in the audio field.

As a new full-service association management client, this association turned to MCI USA to refresh its operations and strategic execution, particularly for its flagship annual show in New York. Held at the Javits Convention Center, this show is where audio professionals gather for the latest technology, showcased through exhibits, demonstrations and diverse educational sessions.

Despite its success, the association faced a significant challenge: increasing the attendance of the paid technical track of the show. Historically, only 5% of attendees opted for this premium experience. MCI USA was tasked with doubling this figure, enhancing both the event’s value and its financial success.

MCI USA’s approach involved an overhaul of the existing marketing strategies. Using a vetted third-party engagement platform that helps associations turn communications into conversations, a targeted email campaign directly engaged potential attendees. This shifted communications from generic broadcasts to personalized, question-based interactions, significantly increasing engagement and interest in the technical track.

Results

By redefining how the association connected with its audience, MCI USA helped increase the conversion rate to the paid technical track by 18%. This achievement exceeded the initial goal, setting a new standard for event engagement and financial success.

MCI USA’s partnership with this association exemplifies how tailored strategies and innovative solutions can revitalize an event, making it more appealing and valuable to its attendees. As the association continues to lead the audio engineering industry, MCI USA remains a pivotal partner in its journey toward greater engagement and industry leadership.