Case Study: Multi-Channel Delegate Outreach for a Portfolio of Industry Events

In early 2024, BCC Telemarketing began supporting a large international events company responsible for delivering a portfolio of conferences, exhibitions and networking events throughout the year. The organiser hosted multiple events across different sectors, each with its own audience, sponsors and delegate targets.

While the company had strong marketing channels in place, the scale of their event calendar created a logistical challenge. Each event required thousands of invitations, follow-ups and attendance confirmations, and their internal team needed a reliable way to maintain direct contact with potential delegates while managing several events simultaneously.

The objective of the partnership was to provide consistent outreach across the organiser’s entire event portfolio, ensuring invitations were delivered, enquiries were handled quickly and attendance could be confirmed ahead of each event.

Building a Multi-Channel Outreach Programme

BCC launched the programme in March 2024, implementing a structured outreach strategy combining outbound calling, email follow-ups and SMS reminders.

For each event, the organiser supplied targeted contact lists made up of previous attendees, industry professionals, subscribers and potential new delegates. BCC agents contacted these contacts to introduce upcoming events, highlight key speakers or themes and invite them to attend.

When a contact expressed interest, BCC followed up with email invitations containing registration links and event details, allowing delegates to review the agenda and secure their place online. As the event date approached, SMS reminders and confirmation emails were sent to registered attendees to reinforce attendance and provide key information such as location details and event timings.

This approach ensured that potential delegates received multiple touchpoints across different communication channels, increasing the likelihood of registration and attendance.

Managing a Year-Round Event Calendar

Throughout 2024, BCC supported outreach for multiple conferences and exhibitions across the organiser’s annual calendar. Rather than running isolated campaigns for individual events, the outreach programme operated continuously, moving from one event to the next as each date approached.

During peak periods when several events were approaching at the same time, BCC scaled activity to ensure invitations and confirmations were still delivered within the required timeframes.

Across the year, BCC managed tens of thousands of outreach interactions through a combination of calls, emails and SMS messaging. This allowed the organiser’s internal team to focus on event planning, speaker coordination and sponsor relationships while BCC handled large portions of delegate communication.

Improving Delegate Engagement

The multi-channel approach helped the organiser maintain strong engagement with their contact database. Delegates who may have ignored a single email invitation were often more responsive when they also received a personal call or SMS reminder.

By the time each event arrived, the organiser had a much clearer picture of expected attendance and delegate interest. This improved planning for venue capacity, catering and networking sessions while also strengthening relationships with sponsors who relied on strong delegate turnout.

Supporting Large-Scale Event Operations

By the end of 2024, BCC had become an integrated part of the organiser’s delegate engagement process. With a large portfolio of events to promote throughout the year, the ability to combine telephone outreach with email and SMS communication provided a scalable and reliable solution.

For event companies managing multiple conferences and exhibitions, consistent communication with potential delegates is essential. Through coordinated multi-channel outreach, BCC helped this organiser maintain engagement across their entire event calendar while ensuring every event received the attention and delegate reach it required.