Case study
A record-breaking success in Event Growth at
Key Metrics of Success
Background
ObesityWeek®, an annual scientific conference organized by The Obesity Society (TOS), has partnered with Showcare for several years to drive engagement and revenue growth. Building on last year’s results, TOS set ambitious goals to make an even greater impact—advancing the field, supporting its members, and elevating the conference experience. By refining strategies in marketing and event management, and continuously optimizing efforts, TOS aimed to achieve exceptional outcomes.
This case study highlights how Showcare’s innovative, data-driven, and multi-channel strategies delivered outstanding outcomes, reinforcing ObesityWeek’s standing as a must-attend conference in the field.
Objectives
Showcare developed a comprehensive strategy to address these challenges and drive growth in the post-pandemic era:
-
Maximize Registration Revenue
Develop both realistic and stretch goals to push marketing initiatives further.
-
Leverage Google Ad Grants Effectively
Surpass benchmarks to unlock additional Google grant funding for ads—up to $10,000 in free advertising. This requires full optimization, and we are actively working towards achieving it.
-
Increase Paid Attendance
Target past attendees, broaden outreach, and retarget abandoned registrants.
-
Boost Abstract Submissions
Engage researchers to submit their work, enhancing the conference’s scientific credibility while also contributing as paying attendees—a double benefit for these initiatives.
Challenges
- Unstable Growth Rate:
- The conference experienced a 7% decrease from 2022 to 2023, highlighting the need for more impactful strategies to drive attendance and engagement.
- One-Person Marketing Team:
- Limited resources and a heavy workload stretched across the entire association, making it difficult to dedicate focused attention to event marketing.
- Budget Constraints:
- The need to manage cost-efficiency while maximizing impact across various marketing channels.
- Return to Fully In-Person Events:
- No longer offering a virtual option, navigating uncertainty in the market, and attracting attendees back to in-person conferences.
Strategy Implemented
Showcare employed a multi-faceted, data-driven strategy to address these challenges:
-
Audience Segmentation:
Targeted messaging was created for segmented audiences, including past attendees, members, researchers, and new prospects. Our aim was to optimize our budget by being relevant to each audience segment.
-
Omnichannel Marketing Approach:
With the understanding that it now takes an average of 12 touchpoints to drive action, the strategy combined:
- Email campaigns for direct communication.
- Social media ads (Meta and X – selected because of our previous testing and their organic following) for broad and targeted reach.
- Google Ads and Ad Grants to capture search intent and optimize spending.
- Text messaging and call campaigns for personal, high-conversion touchpoints.
- Retargeting ads to re-engage users and abandoned registrations.
-
Campaign Testing and Optimization:
- Tested different ad types and channels to identify what performed best and scaled accordingly.
- Recycled successful campaigns from previous years, updated with current trends and fresh content.
-
Abstract Submission Drive:
Focused on reconnecting with previous submitters through personalized email campaigns while attracting new researchers with targeted ad strategies.
-
Multiple Touchpoints:
Ensured potential attendees experienced consistent and relevant messaging across channels, reinforcing the value of the conference.
-
Event Time Investment:
Showcare partnered with TOS through a profit-sharing model, allowing TOS to reduce their marketing investment and financial risk due to budget constraints. We invested significant time and resources to ensure the event’s success, exceeding the registration revenue threshold required for profit sharing.
Key Metrics of Success
The Obesity Society
Conclusion
As a testament to this success, The Obesity Society has requested an expanded partnership for the next year, including additional services for their entire association. This collaboration has not only generated additional revenue but also amplified the impact of their mission. With the increased funds, TOS is better able to strengthen their efforts to drive meaningful change.
As we navigate this dynamic landscape, we extend an invitation to join us in reshaping the future of events. No matter what type of association you represent, let’s work together to craft unforgettable experiences that inspire, engage, and drive progress. Together, we can forge a brighter future for your association, ensuring relevancy and growth for years to come.
Discover How We Help Associations Grow: Let’s Talk
About TOS
The Obesity Society (TOS) is a leading scientific membership organization dedicated to advancing the science-based understanding of obesity’s causes, consequences, prevention, and treatment. Founded in 1982, TOS comprises approximately 2,800 members worldwide, including researchers, clinicians, educators, and policymakers. Through research, education, and advocacy, TOS aims to improve the lives of those affected by obesity.
