Case Study: UBM Advanstar achieves 430% increase in new attendees and 29% overall attendance growth with Marketo

UBM Advanstar Builds Personalized Relationships to put the Magic back into the MAGIC Tradeshows

UBM Advanstar’s MAGIC Marketplace is the world’s largest fashion tradeshow, drawing 60,000+ fashion professionals to Las Vegas twice a year. Facing stagnant growth and a need to better demonstrate attendee value to exhibitors, the marketing team aimed to gain visibility into audience composition and deliver more personalized, one-to-one engagement to drive attendance.

They used Marketo to capture detailed profile data through registration questionnaires and surveys and built automated, personalized conversations and content programs (including the subscription-based MAGIC University). In six months new-attendee registrations rose 430% and overall attendance grew 29% year-over-year; MAGIC University drew 1,000+ enrollments in 30 days with 60–70% open rates and 55% click-to-open, while richer audience data helped prove exhibitor ROI and boost revenue.

UBM Advanstar

Kelsey Breakey

VP, Marketing