How they did it: 80% of this national B2B media’s revenue comes from events
At American Business Media (ABM), an online media and events company for loan originators, dozens of local and national events produce 80% of the company’s revenues.
Elements of the strategy include:
• Events are free to attendees
• Most are held at driveable locations
- Attendees get a passport stamped by each exhibitor the first day, which acts as the ticket for free entry to a course required to keep their license on day two.
- Most exhibitors buy multiple events, and about a dozen buy all of them.
The formula is working. Vincent Valvo, CEO, said the number of events will increase significantly to about 30 in 2026.
Here is a breakdown of the event strategy:
Free to attendees with sponsored promo-code & drivable
Since most of the attendees are in sales and do not have company funds for destination events, it is critical to make the majority of events drivable.
“We do have large national events, including one that takes over Planet Hollywood in Las Vegas,” Valvo said.
“But an awful lot of our audience can’t really travel across the country. They don’t have anyone paying for them.”
The regional conferences are free to attendees with a promo code supplied by exhibitors and sponsors.
The secret sauce: Class required for annual license renewal offered free, if…
Since loan origination is a regulated industry, loan officers must take required courses every year in order to maintain their license. Any required certifications are an opportunity for event producers, and Valvo took advantage of this to attract more attendees to his events.
The required class is free, a significant savings for loan officers, with a catch.
They must attend the show the day before the class and visit all the booths. ABM supplies each attending with a passport, which is stamped by each exhibitor. It becomes their ticket to the license renewal class the following day.
Revenue strategy: Sell shows in bulk
Most suppliers buy multiple shows, Valvo said. As long as they attend one of the big annual events, they get a discount when they buy a package of the smaller regional shows.
“It is not unusual for them to buy 10 or 12 shows. We have several exhibitors who buy every show we do,” he said. The formula is working.
“We’ve been expanding. We are going to be up to 30 events in 2026.”
A holiday party that generates $100,000
Along with expos, a Mortgage Holiday Party generates an extra $100,000 from exhibitors. Held in Irvine, California, “a huge loan market,” the title sponsor pays $9700.
On the day of the event, there are a few sessions, then from 5 to 8 p.m., it turns into “a big giant party.”
The ballroom is lined with exhibitors, with a layout of food and drinks in the middle of the room.
Many thanks to Vincent Valvo, CEO, for sharing this unique events strategy.
