The tradeshow model

Meetings & Incentives

Breaking out of the trade-show model

Client

OfficeMCI USA

LocationUSA

A traditional event trade show needed to rethink its business model — with the goal of both diversifying and replacing revenue, plus adding new value (...) 

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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: