CEIR Releases Updated Attendee Promotion Campaign Spending Report
March 8, 2017
The Center for Exhibition Industry Research (CEIR) has released an updated version of its Cost to Attract Attendees Report.
As an invaluable resource for industry executives responsible for business-to-business exhibition attendee marketing, the report provides spending metrics and marketing mix allocation for exhibition attendee promotions, including the most effective marketing tactics for driving show attendance.
“This report is a resource for organizers to compare their attendee promotion spend and marketing mix practices with industry trends,” said CEIR CEO Cathy Breden, CMP, CAE.
She continued, “To maximize the usefulness of this report as a planning tool, we have broken out the benchmark statistics by key exhibition metrics. This enables organizers to compare their practices with similar events. For example, a smaller exhibition organizer by attendance volume can compare its approach to events of similar size.”
The 29-page report provides statistics on overall median spending levels, as well as on a per-verified attendee basis.
Marketing mix by tactics is also examined, including which tactics are the most effective in driving show attendance. The findings are compared to those of 2013 when the study was last executed.
Metrics are also reported by six different business-to-business exhibition categories, including:
· Gross revenues
· Verified attendance
· Net square footage (NSF) of paid space
· Geographic scope of attendance
· Whether an exhibition rotates locations
· Type of exhibition organizer – association versus independent
The study’s biggest takeaway demonstrates that overall attendee marketing budgets aren’t growing and that the per-verified attendee cost has declined, which suggests that attendee marketers are bringing in larger crowds despite flat or reduced show budgets.
In terms of how marketing dollars are spent, the report also shows that there have been shifts away from tactics that involve higher out-of-pocket costs compared to digital alternatives and that direct mail and direct email continue to dominate, together capturing more than half of attendee marketing budgets for all types of exhibitions.
As far as which tactics are found to be most effective in driving attendance, more than 60 percent of users of eight different tactics rate them as effective, which affirms the critical importance of an integrated marketing approach.
In addition, the report cites that email continues to be the most effective attendee promotional tool. Compared to the 2013 report, more marketers also rate other digital tactics as effective attendance drivers.
Also covered in the report are the other notable differences of spending levels and marketing mix by type of event.
IAEE members can access the CEIR library and reports at no cost.
To download the full report, 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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