New Attendee Acquisition Benchmarks and Practices Study Released
March 19, 2015
Exhibit Surveys and Lippman Connects recently teamed up to conduct a study that examined “New Attendee Acquisition Benchmarks & Practices” and, among other findings, a two-thirds majority of the attendee acquisition/attendee marketers respondents said they expected revenue growth.
“(The fact that) 65 percent of respondents anticipate their next event’s revenue will increase is a very positive sign for our industry,” said Sam Lippman, president and founder of Lippman Connects, which is compared to one-third citing higher revenue expectations last year.
As one can imagine, the largest attendee acquisition challenges cited were capturing the attention of the audience/prospects (64 percent) and identifying new prospects (60 percent).
Buying lists is the top method used to identify new prospects. Partnering with industry organizations, using social networking/social media and attending other industry tradeshows also were mentioned.
Two-thirds of attendees have concentrated their efforts on more targeted efforts to retain and attract attendees, while more than half also have taken the time to improve their mobile app.
Even so, improving the mobile app experience at the event even more still was on respondents’ to-do list, according to Jeff Stanley, executive director of strategic research at Exhibit Surveys.
“Improving the mobile app is one of the key actions respondents are taking to attract and retain their attendees, which seems to indicate there could be some change or flux in their providers of mobile apps,” Stanley said.
He added, “Discussion at a recent Attendee Acquisition Roundtable indicated that event marketers were still looking to get from their mobile app the right mix of functionality, as well as increased adoption by attendees.”
All events use e-mail marketing, digital and social marketing methods. Seventy percent use SEO/Paid search and 63 percent use telemarketing.
In the coming year, two-thirds plan to increase their social media marketing budget and more than half plan to increase spending for digital marketing.
Most of the respondents utilize social media efforts in their marketing, although one-fifth say they consider their efforts to be successful
The average cost to attract an attendee to an event is $31.74 per attendee.
“From discussion at a recent Attendee Acquisition Roundtable, we found out that some shows are not tracking this cost, but the ones that are most metrics savvy use this number to gauge the success of their efforts,” Stanley said.
Lippman found a glaring problem in the fact that only one-third of respondents had anything to do with the event’s educational programs.
“How can organizations expect someone to successfully market a program they were not involved in creating?” he asked.
To download the executive summary of the story, click HERE.
For more information on taking part in an Attendee Acquisition Roundtable, click HERE.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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