To set realistic and attainable registration goals for the show, mdg did a full data analysis of 15 years’ worth of registration data at the start of the campaign. This analysis provided the ability to set weekly and monthly pacing goals based purely on registration trends and results. Using an agile approach for marketing planning, we were able to assess the success of each tactic on a biweekly basis and shift as needed to ensure our efforts were supporting the pacing goals. By using a robust mix of channel strategies, we met our immediate campaign goals, grew our audience funnel and increased awareness of NAB Show®. NAB Show® hit its “reach” goal for total attendance and 98% of the attendee goal. The mix of paid media brought in over 17,000 conversions and overall conversion rate (CVR) was double that of the previous campaign.