Turn Satisfied Attendees into Influential Brand Advocates for Your Event

April 14, 2013

According to a report published by the Center for Exhibition Industry Research (CEIR), the primary reason attendees decide to go to a specific show is through someone they know or by word of mouth.

We intuitively recognize this fact to be universally true for any given vertical. The decisions we ourselves make every day as consumers tend to be heavily influenced by the recommendations our peers make.

To attract and engage new audiences and to grow their events, tradeshow organizers not only need to provide a stellar experience to their attendees, but they also should proactively identify the people who are most passionate about their event and then provide them with timely opportunities to spread the word.

Smart technology can help facilitate this process in a big way. Show organizers can provide pre-show online promotional tools to their exhibitors to reach out to buyers in their own network and motivate them to attend the event.

They can also use analytical tools to recognize and reward attendees who are proactive in building their expo plans and connecting with other attendees before the event.

At the show, management should consider providing solutions that can encourage supercharged attendees to post positive reviews and favorable testimonials in real-time, during a time when they are most engaged with the event.

Customers who are invested in your brand and satisfied with their attendee experience will be more than happy to spread the word.

The Harvard Business Review recently shared a useful management tip on their blog that echoes this idea.

To quote HBR, “Give them the option to easily post a recommendation to their Facebook friends, LinkedIn connections, and Twitter followers. Try giving them the tools to write a product review on a site important to your market. Or make it simple for them to upload a video singing your praises.”

Have you implemented any powerful technological solutions that helped you turn enthusiastic attendees into crowd pullers for your show? If yes, we would love to hear about your insights from the experience!


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Partner Voices

Modern events accumulate huge amounts of data.  Turning that data into an understanding of your audience in order to build attendance can be overwhelming.  Fortunately, business analytics tools like CDS’ Data Sense® can do the heavy lifting, combining your different data sources for a detailed view of your event and audience.  Introducing the Persona Tree!