Multi-year marketing turns a one-off success into a pattern of growth
Strong, well-planned campaigns can absolutely deliver excellent results for a single edition. Many of our partners first come to Kabloom for exactly that: a focused push to grow registrations, abstracts or sponsorship for an upcoming event.
Our case studies consistently demonstrate that a multi-year marketing approach replaces short-term goals with long-term growth. By combining business intelligence, audience insight, and performance-led ad spend, we build each edition on the strengths of the last. The result? Steady, measurable improvement across registrations, abstract submissions, sponsorships, and overall ROI.
At Kabloom, we regularly deliver 20–30% year-on-year growth. When data and audiences compound across editions, event performance stops being a one-off success and becomes a pattern.
What Is Multi-Year Marketing?
Multi-year marketing aligns each campaign with your association’s long-term direction. Instead of treating every edition as a standalone project, each one builds on the last.
Early foundations such as TAM, persona segmentation, channel optimisation and regional targeting start to inform smarter decisions in future cycles. Messaging sharpens, investment becomes more efficient and audience engagement deepens with every edition.
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The Real Impact
Around 85% of our clients choose to work with us year after year because they see how performance improves when insight and execution carry forward instead of resetting for each edition. Continuity reduces risk, increases predictability and optimises revenue to create momentum and growth.
Across our long-standing partnerships, the pattern is consistent:
- Year-on-year registration growth not only becomes achievable, but often exceeds expectations by up to 30%.
- Abstract and paper submissions increase through improved TAM (Total Addressable Market) targeting and aligned messaging throughout the event cycle, helping to deliver stronger, more predictable outcomes.
- Media spend works harder through disciplined optimisation, delivering up to a 7x return on digital marketing investment.
- Associations strengthen their position within their specialty, driving repeat attendance, enhanced visibility and a stronger overall reputation.
Multi-year marketing transforms event promotion from short bursts of activity into a structured growth framework.
Explore proven outcomes from our long-term partnerships.
Why Multi-Year Marketing Matters
- Performance Multiplies Over Time
Long-term partnerships and collaboration with the association delivers results year after year.
- ISTH achieved up to 20% annual registration growth via digital refinement, targeted execution and applying analysis to future events.
- Kabloom has collaborated with APLAR for 8 editions, consistently beating abstract submission targets and increasing registration numbers by 34%, culminating in a record-breaking 2025 edition. Continuous optimisation and shared trust made that acceleration possible.
When campaigns evolve instead of restart, performance becomes optimised.
- Stronger Abstract and Paper Submissions
Abstract and paper submission is another critical indicator of event health and reputation. As this is the first step in identifying and reaching participants, Kabloom focuses on driving submissions in the early stages of the campaign to ensure strong engagement and attendance.
For example, after 9 editions, ESPEN 2025 recorded a 25% increase in abstract submissions through refined contributor targeting and structured outreach based on previous editions. Clear messaging and behavioural insight improved both reach and response.
Campaign timing and budget allocation combined with precise segmentation directly influence submission outcomes.
- Smarter Investment and Clearer ROI
Annual resets often lead to repeated testing and unnecessary spend.
With a multi-cycle approach, high-performing channels are prioritised, while underperforming ones are removed. Ad spend becomes accountable and performance-led.
At ESCRS, an integrated onsite and digital campaign contributed to 30% of total registrations and 40% of abstract submissions, helping drive 30% year-on-year growth and double attendance over four years. Efficiency improves when decisions are evidence-based rather than reactive.
- Precision Across Changing Audiences
Research communities evolve, geographic contribution patterns shift and priorities change. Campaigns must adapt with them.
Through eight years of partnership with PReS, and the different regional venues, targeting has been continuously refined using insights from each edition. For 2025, digital marketing delivered 50% of total registrations and generated 60% of overall web traffic.
Long-term optimisation sharpens precision and drives measurable impact.
- Consistency Strengthens Credibility
Clear, consistent positioning builds recognition within specialist communities. Repeated visibility reinforces trust among contributors and partners alike.
That credibility encourages repeat attendance, stronger audience engagement and greater sponsor alignment.
The Bottom Line
Event performance improves when insight compounds and execution evolves. Associations that commit to longer-term marketing frameworks see stronger returns, clearer positioning and more stable results—without losing the impact of individual campaigns.
At Kabloom, our partnerships demonstrate that meaningful progress comes from refinement, accountability and forward planning. In a competitive event landscape, taking the longer view is no longer optional. It is strategic.
If you are ready to strengthen performance across future editions, let’s start building that momentum now.
