How InfoComm Achieved 188% Attendance Growth
Facing post-pandemic attendance declines, AVIXA partnered with mdg to develop a long-term strategy for growing and evolving its annual flagship event, InfoComm.
Case Study
- Attendance increased 188% following the strategic engagement
- Market research and stakeholder workshops shaped new event roadmap
- New audience strategies and sponsor engagement drove revenue growth
Challenge
InfoComm was facing mounting pressure following the pandemic. Attendance was down, competitors were gaining traction and leadership had set an ambitious goal to double the size of the event in just two years. But while the vision was clear, the path forward was not. Key stakeholders lacked alignment around which audiences to prioritize, how the event should evolve and what future growth should look like.
Approach
mdg facilitated a two-day strategic workshop designed to help AVIXA leadership move from broad ambition to clear strategic direction. Using a structured decision-making framework, the sessions explored market opportunities, competitive positioning and the evolving value proposition of the event. To support those conversations, mdg analyzed existing marketing efforts, identified strategic gaps and incorporated additional audience research to better understand attendee expectations and market shifts. The result was a shared framework that gave leadership the clarity and confidence to make faster, more aligned decisions.
Results
InfoComm attendance increased 188% over four years, as AVIXA executed the unified long-term strategy developed in partnership with mdg.With stronger alignment across leadership and a clearer strategic direction, the organization reversed declining revenue trends and re-established momentum in the highly competitive audiovisual market.
Frequently asked questions
A strategic choice cascade is a structured decision-making framework used to define organizational priorities, competitive positioning and long-term growth direction. It helps leadership teams move from broad ambitions to specific strategic commitments. mdg helped AVIXA apply this framework to reverse declining attendance at its annual event, InfoComm.
Strategic workshops create space for leadership teams to evaluate market conditions, align around priorities and address disagreements before execution begins. For events like InfoComm, the process helped clarify audience strategy and define a more cohesive long-term vision.
Audience research helps organizations identify unmet needs, emerging attendee segments and evolving expectations. For InfoComm, audience insights provided by mdg informed decisions around target market expansion, messaging and future event opportunities.
Declining attendance, increased competitive pressure and unclear positioning are all indicators that an event strategy may need to be reassessed. As industries evolve, events must adapt to changing audience needs and new market dynamics.
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