Growing International Attendance Against the Odds
Through strategic market selection and localized outreach, mdg helped the National Restaurant Association Show surpass its most ambitious attendance goals.
Case Study
- International attendee registrations surpassed the stretch goal by 4%
- Largest number of international delegation program participants in show history — goal exceeded by 13%
- 85% international attendee verification rate, well above the industry average
Client
National Restaurant Association Show
Challenge
The restaurant industry was still recovering from the pandemic when the National Restaurant Association Show set its international targets — and global conditions weren’t exactly ideal. High exchange rates, political instability in key markets and cautious corporate travel spending created significant barriers to participation. Overcoming them required an approach that made international attendees feel genuinely valued — not an afterthought to a predominantly domestic event.
Approach
mdg developed a flexible strategy built on six core actions: strategic target market selection, active monitoring of market developments, building a network of in-country partners, positioning the show to act quickly on emerging opportunities, localizing and targeting with custom paid media and emails and enhancing attendee loyalty through dedicated on-site support. Leveraging the show’s participation in the International Trade Administration’s Trade Event Partnership Program (TEPP), mdg brokered new partnerships in key markets. mdg also developed country-specific content campaigns to support brand awareness, lead acquisition and conversion goals. At the show, an enhanced international attendee experience included dedicated meeting spaces, keynote seating with simultaneous translation, programming tailored to global topics and an international reception.
Results
Despite significant global headwinds, the strategy delivered record-setting results. International registrations exceeded pre-pandemic levels and surpassed the stretch goal by 4%, while the delegation program achieved its largest participation in show history, exceeding its goal by 13%. The program also achieved an 85% attendee verification rate and established new in-country partnerships, creating a foundation for continued success.
Frequently asked questions
nternational attendance is driven by market selection, local partnerships and attendee support as much as promotion. When economic or political conditions make travel more difficult, the events that perform best are those that concentrate resources on high-opportunity markets and reduce barriers throughout the attendee journey. For the National Restaurant Association Show, mdg combined targeted market selection with in-country partnerships and dedicated delegate support to exceed the international attendance stretch goal by 4%.
Government trade agencies have established local networks that can accelerate international outreach. USDA/Foreign Agricultural Service, US Department of Commerce and other trade organizations connect event organizers with in-country specialists who understand their local markets, maintain relationships with qualified businesses and can facilitate introductions that are difficult to achieve through direct outreach alone. For the National Restaurant Association Show, those partnerships helped expand market reach and strengthen recruitment efforts in key countries.
Verification measures how many registrants actually attend, making it a stronger indicator of audience quality than registrations alone. A high verification rate suggests the event attracted qualified participants who were willing and able to attend, which is more appealing to prospective exhibitors than the number of how many people registered. For the National Restaurant Association Show, an 85% verification rate demonstrated that the vast majority of registered delegates ultimately participated.
Strong international partnerships are built by connecting with existing business ecosystems, such as government agencies, trade associations and local industry organizations that already have trusted relationships with prospective attendees. mdg used that approach to help the National Restaurant Association Show expand its presence in key international markets, including Brazil, where local champions who benefited from partnership were identified and engaged to help promote the show to their networks.
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