CEIR Releases Fourth Report in How to Grow Attendance Series
July 17, 2018
The Center for Exhibition Industry Research (CEIR) has released the fourth and final report in its new “How to Grow Attendance” series for event attendee marketers.
By uncovering attendee marketer commitments to improve existing approaches and evolve with fast-changing marketing norms, Report Four: Plans on Where to Improve Approach in Near-term Future offers a look at the most popular marketing approaches and the characteristics that are tied to success in attendee growth.
“This is the last report in the series,” explained Nancy Drapeau, CEIR senior research director. “It provides marketers with guidance on where to focus their continuous quality improvement efforts and which new techniques and technologies to consider adding in the next several years to position their efforts for success.”
The eight-page report includes:
- Areas Looking to Improve: identifies percentage of attendee marketers planning to address each of nine areas.
- New Activities Planned for Near-term Future: reports on percentage of attendee marketers that will take on each of nine new activities in the area of analytics, content marketing and other strategically focused activities beyond their current marketing practices.
- Commentary from marketing professionals on how they have applied these strategies.
According to the study, 79 percent of attendee marketers plan to improve one or more aspects of their approach, with 75 percent intending to add one or more new activities in the next several years.
In addition to total results, the report identifies unique differences by geographic scope of an event and state of growth of business professionals in target sectors.
A full listing of reports are as follows:
• Part One: Planning and Goal Setting that Positions Efforts for Success
• 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
“Marketing professionals today face enormous pressure to keep up with the rapid pace of change in best practices,” said Cathy Breden, CEO of CEIR. “This report finds attendee marketers are stepping up to the challenge.”
Members of EDPA, ESCA, IAEE, IAVM and SISO can access the CEIR library and reports at no cost.
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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started.
Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind.
“Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for."
What’s New – AT&T Discovery District
Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall.
Hotels Coming Soon
Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond.
JW Marriott
This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar.
InterContinental Dallas
Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.
Hotel Swexan
Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.
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