Turning Conversations into Conversions: Questex’s SMS Success

Questex is a leading global B2B information services company that serves numerous client brands in the beauty/spa/wellness, travel/hospitality, life sciences/healthcare and telecommunications/technology sectors. Questex has over 125 events and related media assets including trade shows, such as the industry-leading International Beauty Shows, conferences including the ExL events, and other hosted buyer events such as the HOTEC hotel industry events. In addition, Questex has a broad array of complementary media offerings such as the Fierce properties, education offerings, and marketing services.

Questex connects buyers and sellers through a powerful portfolio of live events, digital media, and data-driven marketing services. Through event and digital experiences, Questex helps audiences discover new ways to expand and optimize their businesses, learn the ins and outs of unique solutions, and find the right providers when they are ready to buy.

The Challenge

Even with a strong email and digital marketing mix, Questex saw an opportunity to reach audiences faster and more personally. With registration deadlines approaching and on-site communication needing to be instant, they wanted a way to:

• Nudge early registrations and promo code redemptions
• Reconnect with past attendees and local prospects
• Share real-time updates with on-site participants

Their goal was simple: make audience engagement feel less like marketing—and more like conversation.

The Solution

Using the Omeda platform’s first-party data unification capabilities, Questex launched a series of targeted SMS and MMS text campaigns built directly from their first-party data. The team segmented messages by audience type and timing to make every touchpoint relevant.

Here’s how they approached it:

• Alumni offers: Personalized texts with exclusive promo codes invited past attendees to return and to register early
• “Early Bird” reminders: Timely nudges ahead of key deadlines helped convert interested prospects
• Local West Coast offers: Geo-targeted campaigns promoted last-minute deals to nearby audiences
• Onsite communications: Real-time updates, including keynote announcements and special offers, kept attendees informed and energized during the show

Because these campaigns ran through Omeda, Questex could easily track engagement, promo code usage, and conversions, all from one connected platform.

The Results

The impact was immediate and measurable.

• Over 300 direct attendee conversations were tracked through promo code usage and campaign responses.
• Real-time text communication boosted both early registrations and on-site engagement.
• MMS messages increased visibility and created a more dynamic attendee experience.

“The SMS program created direct lines of communication with our audience. It allowed us to respond quickly to interest and deliver updates that kept attendees connected to the event in real time.”
–Michelle Osborn, Director of Marketing for Bar & Restaurant Expo (Questex)

The Takeaway

Text messaging gave Questex something every event marketer wants: speed, personalization, and measurable results. By activating audience data through Omeda’s unified platform, the team turned routine outreach into real conversations and saw stronger engagement at every stage of the attendee journey.

For Questex, it wasn’t just another marketing channel. It was a new way to connect.

Want to learn more about how Omeda can help you to engage your audience? Book a demo with on our our experts.