The Associated General Contractors of America (AGC), a trade association with 28,000 member firms in the construction industry, had to decide if it should pull the plug on the Expo component of its Annual Convention. The shrinking event had a budget that was only 25% of what it had been just a few years before, and a dwindling core of dissatisfied exhibitors and unexcited attendees.
The AGC Annual Convention does not follow a consistent show format. AGC hosts a different size and shape convention each year over a three-year period, posing some unique challenges. PAI helped craft a strategic multi-year vision for the show, with a unique and innovative, yet appropriate, approach each year, with goals of delivering value to event stakeholders, restoring long-term trust and injecting new revenue growth. We married the aspirational with sell-ability by redesigning the floor plans to include innovative networking layouts, developing pricing and package structures, driving integrated marketing campaigns, and incorporating a virtual online floor plan as a vital component of the marketing and sales program.
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