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.
Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE & engage with us on Twitter, Facebook, LinkedIn & Instagram!
Partner Voices
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.
Remodeled Guest Rooms
MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites.
Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation.
Reinvented Luxury Experiences
The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes.
New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May.
Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.
A “New Wave for Mandalay Bay
A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay.
Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options.
From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.
Add new comment