Outsourcing brings in more revenue, reduces workload for association.
The American Association of Diabetes partnered with TriStar Publishing and grew sales dramatically.
Doubling his ad revenue while doing less work wasn’t something that Mike Warner, director of marketing for the American Association of Diabetes Educators (AADE), thought possible of his trade show publications.
Then in 2003, he met Robin Boss, chief operating officer of TriStar Publishing, Overland Park, Kan.
“Our marketing budget for tradeshow publishing has not changed significantly in the past four years, but our advertising revenue has increased more that 100 percent,” said Warner after four years of partnership with TriStar.
TriStar recommended that AADE go from two publications – a two-page meeting guide and a pre-produced daily newspaper – to a series of coordinated publications including advance and preliminary show programs, and pre- and post-show daily newspapers. They also recommended that the association add live content to its onsite daily newspapers. Other new products included city guides, meeting guides and creative sponsorship opportunities like coffee break sponsors and room key delivery sponsorships.
“TriStar pulled our advertisers from the drab of postage and production to providing a well-coordinated venue for reaching meeting attendees effectively,” Warner said. “The new relationships we’ve forged with advertisers have generated the significant increase in revenues.”
Boss said that’s exactly what was expected. “We knew that increasing single-sponsorships and other major advertising opportunities for industry underwriters would be a significant step forward for AADE,” she said. “Delivering timely and relevant content also ensured their publications would be well read.”
TriStar also offers AADE a knowledgeable sales staff. Because they work with multiple medical associations to produce event publications, TriStar’s sales team has ongoing relationships with many medical advertisers.
“Our association clients rely on our publishing expertise and advertising relationships to take the meeting publishing responsibility from their shoulders so they can focus on what they do best – which is marketing their association,” Boss said.
Warner is happy with the results. “Two great changes have resulted from outsourcing our annual meeting publications. Our readership is absolutely better because our publications offer vibrant content, and we have expanded our promotional and revenue-generating avenues for advertisers,” Warner said. “Outsourcing our tradeshow publication with TriStar has been a huge, huge gain for us.”
AADE is a professional association dedicated to promoting the expertise of the diabetes educator, ensuring the delivery of quality diabetes self-management training to the patient and contributing to the future direction of the profession. For more information, please visit www.aadenet.org.
TriStar Publishing is one of the most successful medical event publishing companies in the world. TriStar’s committed team of publishing professionals is comprised of highly skilled medical editors and writers, graphic designers, production coordinators and sales representatives. Since the company was formed in 2003, its full-time team has tripled as its revenues and client base, and the company’s product portfolio continues to grow.
Organization doubles ad revenues by outsourcing.
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