Strategic redesign of a major event leads to 46.7% revenue growth

In 2022, a major organisation in the financial sector entrusted MCI with the organisation of its flagship annual event. This event, bringing together 1,500 participants each year, aimed to explore the major issues related to the activity of corporate treasurers. However, several challenges arose: the traditional format was starting to tire a loyal audience looking for renewal, and exhibitors were asking for greater visibility and expanded spaces.  

It was essential to review the experience both on site and digitally, to attract a younger audience and to open the event to more innovation. We took up the challenge of transforming this event while preserving its level of quality, both in the interventions and in the interactions between participants. The mission was therefore to reinvent an established event while projecting it into a more modern, interactive and connected dimension. 

To address the identified challenges, we proposed a strategy that broke with traditional formats. The change of venue, with a larger space and linked to the sector of activity, was a key axis to improve the experience of exhibitors and visitors. A reworked offer of sponsorship packs, with the introduction of the silver pack, made it possible to promote the best positions for exhibitors, thus responding to the growing demand for prime locations.  

In addition, we introduced innovative formats to surprise a loyal audience while attracting new audiences, particularly young professionals. Finally, a transition to a hybrid format was orchestrated to guarantee a digital experience as rich as the on-site one, thus expanding the reach of the event. 

The transformation of this event generated remarkable results. Between 2022 and 2024, turnover increased by 46.7%, illustrating the direct impact of MCI's new strategy. The 2023 edition recorded a 27.8% increase in the number of exhibitors compared to 2022, with 30% more square metres sold. These changes have led to an increase in revenue, thanks in particular to the increase in available surface area and the introduction of the silver pack, 37 of which were sold very quickly. In addition, partner satisfaction reached 93% for the 2022 and 2023 editions.  

The 2024 edition is already looking promising, with 82 partners confirmed three months before the event. These results demonstrate MCI's ability to maximise revenue while innovating, thus solidifying the event as a must-attend event for the financial sector. 

MCI France designs and implements innovative strategies to boost your development and strengthen the engagement of your audiences. As a consulting partner, we offer you tailor-made approaches to develop sustainable partnerships. To explore the possibilities together, contact Aurencie Ranson, Marketing and Development Director.