Driving DISCOP’s Growth Through Marketing Innovation

Objective:
DISCOP is a leading international market connecting TV, film, and digital content executives across Africa and the Middle East. My goal was to elevate DISCOP’s delegate experience, drive pre-event engagement, and increase event value through strategic marketing, platform integration, and CRM optimization.

Challenge:
DISCOP needed to differentiate itself from other international media markets. Delegates demanded more structured, high-value networking experiences—not just casual meetups. At the same time, managing communications and lead engagement was fragmented.

My Strategy as Marketing and Operations Director:

• Launched DISCOP’s Meetings on Demand Matchmaking Platform:
  Selected and implemented Converve, a professional event matchmaking platform to give delegates the ability to pre-book qualified meetings, enhancing the event’s value proposition.

• Introduced Zoho CRM to Optimize Lead Nurturing:
  Streamlined delegate management, segmented audiences, automated pre-event communications, and improved lead tracking—ensuring no opportunity was missed.

Promotional guide showcasing DISCOP Dubai’s matchmaking platform and guaranteed meeting value to prospective delegates.

• Created and Led the Rollout of Educational Campaigns:
  Developed marketing materials (brochures, guides, tutorials, email sequences) that educated and motivated delegates to fully engage with the matchmaking system.

• Positioned Guaranteed Meetings as a Key Marketing Differentiator:
  Built an integrated marketing campaign that shifted DISCOP’s messaging—from promoting "networking" to delivering guaranteed business opportunities—dramatically increasing perceived and real event value.

Infographic Showcasing DISCOP Johannesburg’s Buyer Market and Regional Reach

Infographic used to accelerate exhibitor decisions by showcasing DISCOP Johannesburg’s verified buyer reach and market opportunity.

Results:
✔️ Drove a 30% increase in delegate engagement before the event.
✔️ Achieved a 72% platform adoption rate, with delegates securing an average of 35–40 meetings.
✔️ Increased post-event satisfaction and exhibitor retention by delivering a more structured, results-driven experience.
✔️ Strengthened DISCOP’s reputation as the premier business-first content market across Africa and the Middle East.