In 2017 “Data” is the Key Word in Event Marketing

March 6, 2017

By Elizabeth Johnson

“Get the right message, in front of the right people, at the right time.” It’s a common phrase, practically a mantra for today’s marketer. And the key to achieving that goal is data.

Event-producing organizations cover the spectrum of sophistication when it comes to data driven marketing. Some are at the beginning of implementing a robust data collection system and others are using data to plan future content, develop marketing strategies and find new audiences.

“Conferences and tradeshows live or die by the quality of their data,” said Kevin Miller, president and chief strategist at Frost Miller. “Old or disorganized data about attendees, exhibitors and prospects yields slow or no growth. Good data—both accurate existing data and creative sources of new data—spell growth and success.”

Frost Miller uses data to identify new audiences that share similar interests in order to grow meetings and trade show.

“Reliable data enables you find prospects who share similar characteristics with your existing or past participants – based on a wide variety of demographic characteristics,” Miller said.

He added, “Using your data and predictive analytics techniques, we look at purchasing history to compile lists of people who may be interested in buying similar products or services – in this case, registration or exhibit space at a tradeshow or conference.”

In addition to collecting standard demographic information, events can benefit from collecting data around attendee activity using technology such as Radio-frequency identification (RFID).

“RFID is a great way to collect data around access points and how long attendees may stay in a seminar or an area which can be very helpful for planning the future around content and interest of attendees,” said Sarah Sebastian, creative director at Rose Gold Collective.

She added, “RFID can also be used to vote. If a meeting is looking for some data around launching something new, using a RFID bracelet is a great way to engage attendees and gather voting by scanning your band in front of the item you are placing your vote on.”

RIFD is not the only technology that can generate the information meeting planners and show organizers seek.

“Another interesting technology that could be very useful are sensor, heat activating tiles that are easily put under carpet or wood flooring,” Sebastian added. “Imagine, at a trade show booth you can track how long attendees engage with your booth, the heat map of how excited attendees are about certain elements within your booth.”

Once a data collection program is underway, understanding it can alert meeting planners to potential problems and allow them to pivot on marketing strategy before it’s too late.

“I use data to forecast trends of repeat events,” explained Cindy Lo, DMCP, president and event strategist, Red Velvet Events, a Global DMC Partner.

She added, “For example, if I start to notice that at the same time frame the number of attendees are registering less than the past few years, I dig deeper to figure out if we are doing something different with our marketing or is the audience losing interest in the event?”

Myke Nahorniak, co-founder and CEO of Localist also uses data for forecasting and planning future events.

“We identify where people who attended an event came from and use it inform where our customers should throw an event and where they should advertise for the event,” Nahorniak explained.

In addition, Localist uses data to think long term.

“We can tell customers which of their events were the most interesting according to the EventScore (trending algorithm) over a date range. This does not just measure the "most popular" event; the algorithm surfaces more obscure but “sticky" events,” shared Nahorniak.

He added, “By looking at analytics, event planners can see what's resonating the most, long-term, regardless of how many people show up in the short term, and take that into consideration and plan similar events for maximum impact.”

Data also can monitor attendees’ social activity. Localist tells customers which events are being shared most (which might be completely different than which are trending).

“This leads to interesting insights. For one customer, physically printing the event details turned out to be more popular than sharing events on Twitter. Looking at these analytics provides insight into where your audience actually is and how they're actually acting in real life,” Nahorniak said.

While the uses for data in event planning and marketing are virtually endless, the key is getting started by knowing what data is needed, what data is already available and how to get the missing pieces of data that will paint the picture of an event. 

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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