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Jennifer Yarber, Marketing Director for HD Expo, had a strong pulse on her event. She saw that the best performing acquisition channel was exhibitor referrals. But she could see that referrals still had plenty of room for improvement.

HD Expo’s referral program began as paper postcard invites, but now, a decade and half into the 21st century, people are not responding to direct mail as once before.

Not only that, traditional referral marketing programs are cumbersome for organizers to manage and a headache for exhibitors to use.

“Share these paper passes? Upload my valuable list of email addresses for you to email?” No thanks.

Jennifer needed a better way to generate referrals for HD expo.

“How do we remove friction to encourage exhibitors to invite their audiences to attend HD Expo? And, how do we track the path to attendee conversion?”

This was the essence of Jennifer's problem.

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In 2015, LeadsCon, put on by Access Intelligence, was busy gearing up for the New York edition of their direct marketing event. Nearly a decade into establishing themselves as the industry source in direct marketing, LeadsCon was looking for a new way to engage their network of exhibitors and sponsors effectively to boost registrations for their event.

But, they suffered the same problems many companies do when relying on traditional exhibitor referral program tactics – high friction and low participation.

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KBIS is an amazing show that has run for more than 50 consecutive years – talk about longevity! Rebecca Corbett, Marketing Manager for KBIS, is in charge of keeping the momentum going.

In the past, Rebecca had succeeded in that effort mostly via the traditional marketing channels of print and direct mail. While still working, the effectiveness of these channels was starting to trail off.

And with the explosion of digital marketing, Rebecca knew that she couldn’t afford to ignore it any longer.

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OilComm 2015 would be the 15th consecutive installment of the event – a remarkable achievement.

But 2015 was a very difficult year for the oil and gas market, with crude oil prices dropping roughly 60% from high to low between 2014 and 2015. And OilComm was seeing the result of that industry wide hit through low registration numbers.

OilComm needed a way to address the problem.

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