Average registration increase
Registrant-to-attendee conversion rate
Average hours attendance time
Use Case: Event Marketing
Industry: Financial Services
CUNA Mutual Group is a leading insurance, financial services and technology company focused on helping people achieve financial security through all life stages. CUNA Mutual Group offers consumer and commercial insurance, retirement and investment solutions; and business solutions including data and analytics, lending capabilities and marketing services.
Physical events have gone the way of the past. They are costly, timely and typically require extensive business travel and resources outside of budgets. Due to a constrained economy, many businesses, particularly smaller ones, find themselves unable to spare the expense or the resources to attend physical conferences. Yet, many organizations still insist on live events for their engagement, conversion and networking factors. CUNA Mutual Group was one of those companies.
For many years, CUNA Mutual Group hosted a large, physical event call the “Discovery Conference.” It leveraged the event to share timely and relevant industry information, mainly with credit unions and related businesses. The conference was a must-attend for credit unions looking to accelerate their businesses. But when economic strains and lack of resources hit the credit unions, particularly the smaller ones, CUNA Mutual Group knew it needed to find a different solution.
To offset the shifting dynamic in the industry, CUNA Mutual Group started delivering webinars, using a basic conferencing tool meant to take the place of the physical conference. The webinars were well attended, but the technology lacked a number of critical features, including a stable platform for video streaming and an automated registration process. It needed these features and more to build a must-attend financial industry event that had the same reach, quality and accessibility as its annual physical event.
With ON24® Virtual Environments, CUNA Mutual Group can recreate the Discovery Conference, complete with an exhibition hall, auditorium and networking lounge with more engagement than its physical event. CUNA Mutual Group found all the tools it needed to create the same caliber event, if not higher, as its physical Discovery Conference.
ON24 helped CUNA Mutual Group see higher attendance and a higher level of engagement than its physical events. The first annual Online Discovery Conference exceeded the registration numbers of previous conferences (which averaged 600-800 registrants) with a total registration of 1,907 people and achieved a registrant-to-attendee conversion rate of 62 percent. With an average attendance time of four hours in the environment, attendees stayed engaged with the content and were able to interact directly with presenters, sponsors and other attendees.