An association’s traditional events-industry trade show needed to rethink its business model — with the goal of both diversifying and replacing revenue, plus adding new value and programs for members. Working with key volunteer leaders, MCI USA reviewed possible solutions, eventually opting for the complete transformation of the trade-show model, the sale of the asset after the makeover helped increase market value, and the creation of a new business plan for both revenue replacement and staff and program realignment and improvement.
Results:
- MCI USA launched a transformed event with new education, show design, industry partners, and personalization.
- MCI USA worked to broker and sell the show to a partner that worked with the association for three years during transition.
- The transition led to enhanced education programs, executive advisory boards in sales and marketing, new executive roundtables for sales and revenue management, and new online programs in revenue management.
