Revving Up Registrations and Attendance for AIMExpo.

For over a century, the Motorcycle Industry Council (MIC) has served as the voice of the motorcycle industry, advocating for manufacturers, distributors, dealers, and retailers. In its mission to continuously support and advance the industry, MIC hosts AIMExpo, North America’s largest motorcycle and powersports tradeshow.

Our goal

MIC had an ambitious goal for AIMExpo: to significantly boost registrations and elevate attendance rates. This challenge was amplified by ever-changing conditions in recent years, including post-COVID regulations, shifting venues and an evolving focus from consumers to industry professionals.

Strategy

We deployed a digital-first, omnichannel strategy. Campaign efforts began with an upper-funnel approach, prioritizing brand building and awareness by focusing on social media channels and programmatic online video. Leveraging advanced data segments successfully pinpointed dealers and decision-makers within the motorcycle/powersports industry.

As the event drew near, this strategy transitioned seamlessly to a heightened focus on lower-funnel, lead-driving initiatives. Remarketing efforts intensified, specifically targeting highly engaged prospects. Consistently presenting ads to these prospects ensured reaching them with a direct and efficient approach, while excluding those who had already registered.

In the days leading up to AIMExpo, our Pay-Per-Click (PPC) efforts elevated, delivering the highest conversion rates.

The result

The paid efforts drove significant registration numbers, making the flagship event a success.

112%

increase in YoY dealers secured

48%

increase in YoY attendance rate

Testimonials

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

From the outset, MassMedia demonstrated an innate grasp of Indicap’s core values, vision, and unique selling points. The campaigns that MassMedia has managed for us have not only increased our visibility in the marketplace but have also helped cement our reputation as an industry leader. In a world where everyone claims to be the best, MassMedia truly stands out. They don’t just deliver results; they deliver transformational change for brands.

At the onset of our partnership, MassMedia worked with us to launch and enhance our brand identify, external communications and social media footprint. The team has helped Harris Associates differentiate itself and stand out in our highly competitive industry. The response and engagement from our clients and key stakeholders have been tremendous. MassMedia’s quality of work has consistently exceeded my expectations and they have become an integral part of our business.

MassMedia has been a great partner over the past several years. They are very knowledgeable when it comes to offering digital advertising strategies that align with our goals. The MassMedia team consistently brings new ideas and optimizations to elevate our marketing campaigns. They care about results and I truly enjoy working with them.

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

The MassMedia team is very smart and very strategic, and some of the most accountable folks I’ve had the privilege of working with in my career. They take a different approach than a typical agency. They focus on objectives and measuring the outcomes of our campaigns, and they live and die by achieving those results.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results. It was also refreshing to work with an agency who not only understands all the barriers we face, but can navigate through them to deliver the best outcome for my campaign dollars.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward. The team has a passion for our brand that I have not experienced with any other agency, and they care deeply about exceeding goals and delivering results. As a result, our partnership has continued to grow. Today MassMedia serves as the integrated agency of record for Circus Circus Las Vegas and supports us in all aspects of our advertising and communications, including strategic planning and execution of digital, media, PR, social media and creative services. With MassMedia, our campaigns have increased in reach, engagement and conversion, and the PR team has secured consistent national press coverage on our behalf. MassMedia is the best in the business and I look forward to our continued partnership for many years to come.

Over the past twenty-plus years, I have worked with several Public Relations Firms on various initiatives. When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Their media savvy and strategic approach to amplifying our property’s priorities set them apart. Their ability to weave storylines and pitches that resonate with top-tier local journalists as well as nationwide is delightfully impressive. They know how to keep our journey relevant and fresh, with new opportunities that tell our brand’s story in a way that helps us effectively market ourselves across our target audience segments. To say they’ve exceeded expectations would be an understatement. The volume of coverage has only been matched by its quality. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.