The Society of Toxicology (SOT) is a professional association that brings together toxicologists from around the globe. With a strong focus on education and research, SOT hosts its flagship Annual Meeting and ToxExpo, the largest gathering of toxicologists worldwide. The event features scientific sessions, educational courses, and a vibrant exhibit hall showcasing government agencies, pharmaceutical companies, and medical device organizations.
Challenges
When Senior Exhibits and Sponsorship Manager Sandy Fridy joined SOT in 2022, the organization had already been using A2Z Events since 2012. However, change was on the horizon. A2Z Events transitioned from the traditional console environment to the new Hub environment. Fridy and her team faced the dual challenge of onboarding to a new internal system while continuing to deliver a seamless experience for exhibitors and attendees.
“Change is hard, but change is necessary,” said Fridy. “We felt as a team that we were learning on the fly without formal training, but we accepted the work that came with it and moved forward.”
Adding complexity, the 2024 event encountered an unexpected disruption when government travel visas were denied, leading to a drop of 10 major exhibitors and a 500-attendee shortfall. This unexpected pivot required flexible tools and fast adaptations to maintain the event’s value.
Solutions
Fridy and her team, comprised of an Exhibits Manager and an Exhibits Coordinator, leaned into A2Z Events’ comprehensive platform to streamline operations during a period of significant change.
- The Hub Transition: Despite initial hurdles with limited early training, the SOT team collaborated closely with A2Z Events’ support and their newly assigned representative, Jennifer Kirby. “It’s great now to have a person to be able to throw questions to,” said Fridy. “Before, we were just going into the support chat, and that took a lot of time.” This partnership provided a reliable touchpoint for troubleshooting and best practices, significantly improving the platform experience.
- Consolidated Exhibitor Management: The team maximized use of the Exhibitor Console and Sponsorship Sales Modules, moving previously disparate processes—including meeting room reservations and supporter opportunities—into a centralized system. “Now, if you’re an exhibitor and you want to purchase branding for the escalator in the main hall, reserve meeting space, and upgrade your sponsorship, it can all be done in one place,” Fridy explained.
- Adaptation to New Technologies: Recognizing the need for futureproofing, SOT invested in A2Z Events’ Registration Management to improve exhibitor registration workflows. Although integration with the existing membership database remains a manual process, the introduction of the registration tools is expected to significantly enhance data collection and reporting capabilities. “Automation is key, even if it means incremental changes now,” Fridy noted.
Results
- Streamlined Processes: The centralization of sponsorship sales, meeting room reservations, and branding opportunities created a one-stop-shop for exhibitors, vastly improving user experience and internal efficiency.
- Greater Team Empowerment: Through hands-on problem-solving and training, Fridy’s team became deeply knowledgeable about the A2Z Events platform, increasing their agility and confidence. “We’re proud of what we’ve created,” Fridy shared. “Now that we have the Hub up and running, we’re very proud and just focusing on continuous improvements.”
- Improved Support and Communication: With a dedicated contact at A2Z Events, the SOT team saw faster resolutions to technical questions and a more collaborative approach to platform enhancements.
- Looking Ahead: SOT has committed to using A2Z Events for at least the next four years, reflecting high satisfaction with the improvements and outcomes seen so far.
Future Goals
SOT aims to continue growing its event by expanding exhibitor space to increase revenue opportunities, attracting new exhibitors and sponsors, enhancing automation in registration workflows, and incrementally improving the Hub environment for an even better exhibitor and attendee experience.
“We’re always trying to find new revenue streams, new exhibitors, and better efficiencies,” Fridy said. “Growth is important, and we are confident the tools and processes we’ve developed will help us achieve our goals.”
With a solid foundation in place, SOT is well-positioned to continue evolving and enhancing the Annual Meeting and ToxExpo experience for years to come.
