Transforming a local event to an industry leading global event
MILESTONE MIPS
THE CHALLENGE:
As the global leader in Video Management Software (VMS), Milestone sought to revitalize its flagship event, the Milestone Integration Platform Symposium (MIPS). With a limited scope and declining attendance, the challenge was to reimagine MIPS into an industry-leading conference. The goal was to position Milestone as a visionary force, expand its reach into new verticals, and engage a global audience while driving transformative change in the security industry.
THE OBJECTIVES
Visionary Leadership: Cast a bold vision for the security industry to accelerate market readiness.
Trendsetting Communication: Share insights on emerging trends with global thought leaders before they reach the market.
Champion Transformative Change: Communicate the industry’s rapid evolution while fostering a sense of shared journey and progress.
THE RESULTS
EVENT HIGHLIGHTS
MIPS was reimagined as a dynamic global event platform that combined cutting-edge content, technology, and engagement, including:
Renowned Thought Leaders: Globally recognized experts delivering mainstage insights on the future of security.
Milestone Innovation Lab: A dynamic trade show environment showcasing partner solutions and innovations.
Actionable Breakout Sessions: Three key tracks—technology, selling, and partnership development—provided focused learning opportunities.
Product Roadmaps & Feedback: Interactive discussions to shape future Milestone offerings.
Community Marketplace: A hub for networking and building industry connections.
Global Expansion: MIPS expanded to five additional countries—Vietnam, Copenhagen, Dubai, Barcelona, and Indonesia.
Innovative Technology:
RFID event tracking to analyze attendee behavior.
An interactive attendee app for real-time engagement and insights.
VR headsets for immersive experiences blending live and digital interactions.
Digital Reach: A live broadcast of the event extended access to global audiences.
MIPS delivered transformative results, redefining the event’s impact and reach:
Attendance Growth:
62% increase in attendees at the Americas event.
50% growth in participating countries.
21% increase in unique companies represented.
Global Platform Success: Launched additional events in Vietnam, Copenhagen, Dubai, Barcelona, and Indonesia.
Social Media Engagement:
262% increase in engagement.
205% more impressions per Tweet.
126,413 reach and 219,263 impressions.
Media Impact:
2.45M additional media impressions.
Coverage from 6 editors across 11 trade publications.
Technology Integration:
RFID tracking identified top-consumed content, shaping future event strategies.
Event app (Apple Store) achieved 5.6K engagements, 1.28K user contributions, and an average of 10.9 minutes logged per session.
LEGACY OF MIPS
The revitalized MIPS has become a global benchmark for industry events, showcasing Milestone as an innovation leader driving transformative change. Its success lies in its ability to blend visionary content, global reach, and actionable insights, creating a community-driven platform that continues to shape the future of the security industry.