April 13-16, 2026
621
Social shares
6,891
Referral CTAs
1,955
Registered referrals
Industry: Supply chain and material handling
CASE STUDY
Peer-to-peer referrals drove 1,955 registrations at a 28.37% click-to-sign-up rate
April 13-16, 2026
Event Overview
MODEX is North America’s largest manufacturing and supply chain event, produced by MHI, the trade association that has represented the material handling, logistics, and supply chain industry since 1945. The 2026 edition took place April 13–16 at the Georgia World Congress Center in Atlanta under the theme “Supply Chains from Every Angle.” MHI produces MODEX and ProMat as biennial events held in alternating years, with MODEX in Atlanta and ProMat in Chicago.
MODEX 2026 welcomed 50,000 registered visitors and 1,057 exhibitors, alongside four keynote presentations and 189 educational sessions.
To support its attendee growth, MHI partnered with Snöball to activate its registered audience through peer-to-peer marketing, equipping attendees with personalized promotional assets and sharing tools designed to turn them into event advocates.
How we
did it
Snöball ran a 24-week peer-to-peer marketing campaign beginning October 21, 2025.
The campaign turned MODEX attendees into event advocates through personalized sharing tools and a five-part booster email sequence.
An incentives program encouraged attendees to keep sharing, with the top three referrers being rewarded gift cards.
Deployed a five-part booster email sequence from registration opening through the pre-event period, sending 63,278 emails in total.
Achieved a 41.4% open rate with 26,182 opens and a 15.6% click rate with 9,846 clicks.
Used a leaderboard-driven referral contest, featuring a live top-five ranking in booster emails to encourage competitive sharing.
Enabled easy sharing across 17+ social and messaging channels.
Integrated with Convention Data Services (CDS) as the registration platform, syncing new registrations back to the linked campaign.
Tracked campaign engagement, social shares, referral activity, and conversions through Snöball's campaign dashboard.
Mobilizing Participants
30,322
attendees mobilized
Meet Paul, a supply chain professional!
He has signed up to attend MODEX 2026.
Paul receives repeated email reminders to share his personalized invite toolkit with his audience, helping drive four registered referrals to the show.
Tech Stack
Snöball integrated with Maritz (CDS), MODEX’s registration platform, to turn attendees into personalized advocates and connect referral activity with registrant data.
The focused attendee advocacy strategy allowed for a streamlined technology setup centered on the core registration integration.
Peer-to-peer marketing campaign performance
Across the attendee campaign, advocates generated 621 social shares and 6,891 referral CTA clicks, resulting in 1,955 additional registrations at a 28.37% click-to-sign-up rate.
LinkedIn was the most shared channel, accounting for 32.9% of shares, followed by Email at 30.9% and WhatsApp at 14.2%. Facebook, SMS, Instagram, Microsoft Teams, X, Facebook Messenger, and Slack accounted for the remaining shares.
28.37%
Click-to-sign-up rate
1,955
Registered referrals
621
Social shares across 17 channels
63,278
Emails sent (41.4% open rate and 15.6% click rate)
CLIENTS LOVE US. WE LOVE THEM TOO
Morgan PettroneDirector, Marketing Communications, MHI
