CU TECH
Problem: A major credit union trade association was attracting too few purchasing decision-makers to its annual conference’s trade show. The annual conference was very successful in attracting members of credit union boards of directors, as it had become a way to reward these unpaid volunteers for their service. However, the volunteers had little buying influence and, for the most part, went to the trade show to collect exhibitor giveaways. Those who did make purchasing decisions -- CEOs and other senior paid credit union staff -- were outnumbered fifteen to one among attendees on the trade show floor. This created a trade show environment where neither the exhibitors nor the purchasing decision makers found participation to be a productive use of their time.
Solution: Mr. Casey developed CU TECH, a new conference focused exclusively on industry technology and positioned it to industry vendors and credit union senior management teams as a more business-like conference. Education sessions were focused specifically on new technologies and their applications within credit unions. Technology labs on the exhibit hall floor showcased hands-on demos of new products in the industry. Vendors were encouraged to bring their new technologies.
Outcome: More than 1,000 people attended the inaugural event, including roughly 700 CEOs and senior managers –more than five times the typical number at the annual conference trade show. Industry vendors bought into the concept, creating an exhibit hall that was the same size in its first year as the annual conference trade show. Post-conference surveys showed dramatic increases in satisfaction among both exhibitors and decision-makers.
Case Studies
