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Expo Chicago
& SMQ Consult

Driving Record Online Sales and Multi-Year Art Fair Growth for EXPO Chicago

Aerial view of EXPO Chicago art fair visitors browsing contemporary artworks in organized gallery booths with numbered sections - EXPO Chicago case study featuring SMQ Consulting multi-year partnership achieving record online ticket sales, comprehensive analytics implementation, audience retention strategies, and data-driven optimization before sale to Frieze

Key Results

Multi-year partnership demonstrating consistent value delivery

Set record for online ticket sales in advance of sale of EXPO Chicago to Frieze

Robust data infrastructure supporting strategic decision-making

Improved understanding of attendee journey and behavior patterns

Enhanced marketing efficiency through data-driven optimization

About Expo Chicago

EXPO CHICAGO is an international art fair held in Chicago, Illinois, showcasing contemporary art through gallery exhibitions, panel discussions, and cultural programming. It provides a dynamic platform for art sales and fosters connections within the global art marketplace.

The Challenge

Expo Chicago, a major contemporary art fair, needed sophisticated digital tracking and advertising support to drive attendance and exhibitor engagement across multiple years. As a large-scale annual event, they required robust data infrastructure to understand visitor behavior and optimize marketing spend.

Our Approach

1. Comprehensive Analytics Implementation
  • Set up advanced Google Analytics and e-commerce tracking systems
  • Implemented custom event tracking for key attendee actions
  • Created detailed conversion funnels to understand the path from interest to ticket purchase
2. Multi-Year Advertising Strategy
  • Managed digital advertising campaigns across multiple Expo Chicago iterations
  • Developed audience retention strategies for repeat attendees
  • Created targeted campaigns for different visitor segments (collectors, artists, general public)

What Made This Work?

The long-term relationship allowed for sophisticated year-over-year optimization. By building comprehensive tracking systems, we created a data foundation that supported not just marketing decisions but broader business strategy for this major cultural event.

Reviews of
SMQ Consulting

"Thanks to Steve, we have been successfully and cost-efficiently developing and implementing our digital marketing strategy for many world-acclaimed dance and theatre shows and tours produced and presented by Show One Productions. Strongly recommended, and I know that he always has time and passion for all of his Clients."
Natasha AbramovaAssociate Producer,
Show One Productions
"Steve was great to work with at Teatro ZinZanni. He provided detailed analysis of our digital presence, and managed our digital advertising like a pro! Steve had a substantial impact on our ticket sales. He is super detail oriented and is able to communicate his strategies clearly and effectively. Highly recommend him!"
Kerry SheehanGeneral Manager/Producer,
Teatro ZinZanni Chicago
"Working with Steve was an absolute pleasure. He was efficient, communicative, and delivered results. We had dynamically changing needs leading up to a concert tour, and Steve handled all the changes with expertise and professionalism. Would highly recommend him to other arts organizations!"
Alex OlsavskyExecutive Director,
Fifth House Ensemble
"Steve was instrumental in building our social media and digital advertising department from the ground up. He is self-motivated, hard-working and an honest, straightforward guy. He is great with clients and colleagues alike. I give Steve my highest recommendation."
Carol FoxPresident, CF&A
“Steve is exceptional. Steve used his expertise in digital strategy to build Learn to Live’s online community and social media presence into a core part of our business. His creativity and ability to think outside the box to address new challenges is exceptional. I give Steve my highest recommendation!”
Dale CookCEO, Learn to Live
"I have no idea what Steve did, and even if he told me I wouldn’t understand. All I know is that my digital media feeds started blowing up in ways I’d never seen before, and our launch was a huge success."
Taylor MaliPoet & Educator

Projects
& Partners