Meetings Events Australia

About Meetings Events Australia

Meetings Events Australia (MEA) is a national professional organization representing over 14 companies across the country’s event industry. Known for championing best practices and excellence in event delivery, MEA plays a pivotal role in Australia’s dynamic meetings and events sector. With an eye toward digital growth, the organization allocated part of its budget to elevate marketing outcomes for its flagship events — and turned to Metrix for strategic guidance.

Challenges

Despite its established reputation, MEA needed to modernize and refine its event marketing strategies to meet new performance goals. Key challenges included:

• Limited Digital Budget – The organization required high-performance outcomes without overextending resources.

• Fragmented Strategy – Previous marketing efforts lacked cohesion and consistency across different events.

• High ROI Expectations – MEA sought measurable outcomes with a clear return on investment from each campaign.

• Time-Sensitive Campaigns – Marketing efforts needed to be aligned with event launch windows and ticketing deadlines.

Approach

Metrix approached the project with a performance-first mindset, focusing on smart media allocation, efficient ad spend, and strategic campaign structure to maximize return on a constrained budget.

Strategy & Execution

Our team executed a campaign strategy rooted in daily optimization and outcome tracking:

• Campaign Audit & Discovery – Assessed existing marketing data and collaborated with MEA stakeholders to align on objectives.

• Targeting Strategy – Developed custom audiences for each event segment based on previous attendees, interest-based lookalikes, and regional relevance.

• Ad Creative & Messaging – Produced versatile ad assets tailored to different stages of the event lifecycle (awareness, engagement, conversion).

• Platform Selection & Media Allocation – Focused spend on high-conversion platforms (Meta, LinkedIn, Google) with flexible daily budget optimization.

• Live Campaign Management – Monitored, adjusted, and scaled performing ads in real time to ensure ROI and performance metrics stayed on track.

Outcomes

With strategic media execution and optimization, Meetings Events Australia saw powerful returns — even on a limited spend. The campaigns not only doubled their return on investment but also laid the groundwork for consistent marketing performance across future events.

Key Results

2

x

Return on investment across the full campaign cycle

14

%

Increase in ticket sales for flagship events

37

%

Lower cost per lead compared to previous efforts