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

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.

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.

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. 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.

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.

Discovery call

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