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.”

CEIR

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.

​​​​​​

Add new comment

Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates. Water Stewardship Efforts MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step. MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas. MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030. From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts. Caring for One Another MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include: Unserved perishable prepared foods from events Perishable unprepared food from MGM Resorts’ kitchens Nonperishable food items from minibars and warehouses The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community. Fostering Diversity and Inclusion To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all. MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.