Profile completion campaign

No matchmaking metric survives thin profiles, which makes the completion campaign the least glamorous and most consequential work in the programme. The best-performing tactic isn't really a campaign at all: fold the essential profile questions into registration itself, when attention is already committed, and you'll capture more data in one step than three reminder emails recover later. For everyone who slips through, the campaign proper begins — and specificity beats volume. "Complete your profile" is wallpaper; "buyers in your category are browsing this week and you're invisible to them" states the actual cost of inaction. Sequenced sends work: a launch message when matchmaking opens, a targeted nudge to incomplete profiles showing what they're missing, and a final push tied to a real deadline like the opening of meeting requests. Incentives help at the margins — early access to booking for completed profiles is the clean one, since it rewards exactly the behaviour that feeds the pool. For exhibitors and hosted buyers, calls outperform emails and the economics justify them. The common mistake is chasing 100% across all registrants; press, students, and casual browsers were never going to book meetings, and effort spent on them is stolen from the segments that matter. One honest nuance: forced completion produces junk — mandatory fields get filled with noise, and noise matches like noise.