Case Study:

How Ewald Consulting Helped PSAI Grow Annual Convention Attendance, Sponsorship & Exhibitor Revenue

Looking to increase the value proposition for its annual convention for the attendees as well as sponsors and exhibitors, the Portable Sanitation Association International (PSAI) partnered with Ewald Consulting to identify and implement value enhancements to the event experience.

The Challenge

Creating and planning a successful annual convention takes time and effort. To ensure a memorable event and improve attendee experience, Ewald Consulting collaborated with PSAI to form a planning committee.

The committee enhanced event value, advised on speakers and topics, consulted on a convenient event site, developed marketing strategies to boost attendance and engagement, and utilized PSAI’s supplier base to promote products and services, adding value for both attendees and suppliers.

The Process

To ensure that the annual convention was successful, PSAI and Ewald Consulting created a template for success to harness the power of the many tools at their disposal.

Compelling Content – Attendees received diverse experiences, covering topics from mental health to artificial intelligence.
Location – The 2024 PSAI Convention & Trade Show was in Daytona Beach, Florida, close to major airline hubs and the hotel.
Promote With Video Early and Often – A Conference Central page was created for easy access, with frequently updated promotional emails including quick links to key information.
Enlist Suppliers to Promote the Event – Exhibitors and suppliers made short videos inviting people to the convention and previewing the trade show.
Try Something New – The event was shortened to three days, allowing flexible attendance.

The Results

Working together has yielded significant results for PSAI, including:

20% growth in convention attendance and exhibiting revenue as a result of the new marketing efforts implemented.

Sponsorship revenue increased by 50% year-over-year.

More than 700 people attended the 2024 PSAI Convention & Trade Show, an increase of more than 200 people from the previous year.

Excellent attendance at the trade show and for product demos, thanks to PSAI’s supplier members who promoted the association’s convention and trade show.

Executive Director Veronica Crosier said it’s crucial to listen to your audience. “When it becomes a group effort, and everyone takes a little ownership in it, and the word spreads, the enthusiasm spreads, and it really shows itself in the aftermath. Just this year, we’ve had almost 50 percent more sponsorship revenue than the year prior,” she continued. “And the year prior was a record as well. I think part of that is hearing the sponsors’ feedback and giving them the opportunities that they’re looking for.” 