CEIR Releases First Report in New Attendee Marketing Series
March 27, 2018
The Center for Exhibition Industry Research (CEIR) has released the first study in its newest research report series for event attendee marketers, “How to Grow Attendance.”
Focused on planning and goal setting to help position an attendee marketing campaign for success, Report One: Planning and Goal Setting that Positions Efforts for Success provides benchmarks for all phases of a marketing campaign, documents the most popular attendee marketing approaches used by show organizers and pinpoints characteristics where attendee growth is achieved.
According to Cathy Breden, CEO of CEIR, the “How to Grow Attendance” series is designed to offer a lifeline to attendee marketers who may feel overwhelmed by the fast-changing marketing environment.
“This research offers a roadmap of the most popular marketing approaches and, most importantly, which characteristics are tied to success in growing attendance,” Breden said. “Attendee marketing teams can use these tools to evaluate what they are doing and develop ways to enhance the outcome of their efforts.”
Key findings from the 18-page report reveal that the differences in approach between organizers who achieve attendee growth and those who don’t are nuanced and that those who are successful focus on achieving goals and metrics defined at the outset of a marketing campaign.
The study also shows that the use of analytics for new attendee acquisition is evident at a higher rate among those shows that grew attendance than among those that experienced attendance decline. In addition, the report summarizes success rates and other unique characteristics tied to attendee growth.
Part One: Planning and Goal Setting that Positions Efforts for Success inventories the following:
- Biggest challenges encountered in striving to grow attendance
- Breakout characteristics among those that grew attendance
- Planning process for defining a marketing campaign
- Which departments are involved
- Factors considered
- Goals set and used to evaluate the outcome of a campaign
- Metrics set and used to evaluate the outcome of a campaign
- Use of data analytics to help define a marketing campaign
- Use of dashboards to monitor a campaign while in progress
In addition to total results, the report identifies unique differences by event size and type of B2B exhibition organizer, association versus independent.
Additional reports in the 2018 “How to Grow Attendance” series to be released in the coming months include:
- Part Two: Marketing Channel Mix and Other Tactics that Drive Growth
- Part Three: Messaging that Resonates and Delivers
- Part Four: Plans on Where to Improve Approach in Near-term Future
To download Part One: Planning and Goal Setting that Positions Efforts for Success, go HERE.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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