IDEA eBiz Annual Member Event.
The attendance and sponsorship numbers for eBiz—IDEA's annual member meeting—were dropping year after year. IDEA needed to analyze why this was happening and fix it.
The meeting was trying to be everything to everyone. IDEA was marketing it as a User Conference and the only eBusiness meeting dedicated to the electrical industry. One downside discovered was eBiz did not have consistent meeting dates or day rotation.
Making the meeting consistently planned for September with the same rotation, creating a more cohesive, branded strategy, and defining the target market as product users and decision-makers allowed for: a 40% increase in sponsorship, 20% growth in attendance year after year, and 85% of attendees downloaded the meeting app.
In the end, 97% of attendees said they would recommend the meeting to their colleagues!