Robin Lokerman, Group President of MCI and Dean of the INCON University, shares his thoughts on the role and impact of contemporary digital marketing strategies to enhance event attendance in a new expert article published on the INCON website.
Digital technology has a significant impact on the way we behave and interact on a personal level, but also on the ways we do business nowadays. In the event industry, while traditional methods of promoting congresses, meetings and incentives are still widely used, emerging digital technologies and practices have proven themselves as powerful tools to boost attendance and increase organisational growth. At MCI, we follow closely the rapidly evolving digital climate. Almost all of our meetings and congresses across the world, employ innovative digital strategies that account not only for higher attendance, but also for substantial -and measurable- member engagement. We offer a wide range of digital services and products that are structured to optimise the client budget for achieving maximum reach.
In the full version of this article, Mr. Lokerman touches upon a recent case where MCI used its digital expertise for the marketing of an international medical congress for a highly respected association that takes place every 4 years at a different location. Using a full digital services package – website design, e-commerce, email marketing, SEO campaigns and social media, the outcomes of this congress were evaluated by our partners as highly successful, based on the following insights:
- More than 96,000 unique visitors to the website;
- 18 email marketing campaigns with average of 6,000 open emails per distribution;
- 2,500 new sign-ups to the association’s database;
- More than 17,000 engaged with highly targeted ads that reached over 4 million views; and
- Social media exposure of regular posts leading to the congress not only built brand recognition but had more than 45,000 on the dominant social media platforms.
This resulted in a significant increase (6,000) of new conference attendees to the event as well as strengthened the awareness of the association’s brand.
In summary, what is most important, is to spend a considerable amount of time for planning your next congress with the right digital strategy. You need to implement your chosen digital tools and services well in advance of the event date, but also during and after in order to achieve optimal results.
Read and download the full article here.
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