IAEE Sets Its Digital Future
Ricochet surveyed IAEE members and prospects about digital experiences and communication, then turned the findings into a multi-year plan for stronger, more relevant benefits.
What was holding IAEE back?
The International Association of Exhibitions and Events (IAEE) has more than 12,000 individual members in over 50 countries. It wanted to revamp its membership strategy so that its benefits were more relevant and its digital services were better. IAEE needed to know which changes would matter most to members, so it partnered with Ricochet to find out.
What did Ricochet do?
Ricochet ran a thorough survey of IAEE members and prospects. It asked what digital experiences people wanted and how they preferred to communicate. The findings were eye-opening: almost a third of IAEE's benefits could be improved to serve members better. Ricochet used those results to build a multi-year plan with recommendations for technology investment and benefit improvements, all aimed at helping IAEE attract and retain members.
What changed for IAEE's members?
IAEE's plan rests on what members and prospects said they want. Almost a third of the benefits are now marked for improvement, so members can expect offerings that fit their work more closely. Communication will follow the styles and channels people told IAEE they prefer. Each step aims to make membership more valuable, which helps IAEE attract new members and keep the ones it has.
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