Christine Cullity and Ken Ferreira
Christine Cullity, Director of Marketing and Ken Ferreira, National Sales Application Manager, at Convention Data Services. Collectively, Christine and Ken have 36 years of experience in the tradeshow industry.
5 Easy Ways to Attract Attendees to Your Event
November 8, 2015
It’s the age-old question that all show managers ask, “How do I attract more attendees to my event?” The goal is to not only attract attendees to your current event, but to turn them into repeat attendees for years to come. A comprehensive and targeted marketing approach that encourages conversation and interaction will help you reach the greatest number of potential attendees who will in turn share the experience with their colleagues.
#1. Analyze, personalize and segment your data:
Begin your campaign strategy by leveraging your event’s existing data. Slice and dice your data into historical and current registration information categories. In the historical category include first-time attendees from your last event, attendees by region, and attendees by buying power. In the second category include all of your current data from your social media efforts, invite-a-colleague, exhibitor invites and registration abandonment. Use this data to create and target specific markets.
#2. Engage your attendees:
The invite-a-colleague program uses the influence of your current attendees to reach their contacts and engage potential new attendees who are not currently in the event database. Email recipients are more likely to open and act on an email from a trusted source and colleague.
Proven to cut through pre-show marketing emails, this program has consistently shown the highest registration conversion rate.
#3. Engage your exhibitors:
When your exhibitors promote your event it is a win-win situation. The exhibitor invite program gives your exhibitors a tool to reach their existing list of customers and referrals. By helping to increase the attendance, they give themselves the opportunity to expose their brand to a wider audience of potential customers and increase their lead generation. Offer and encourage your exhibitors to use marketing tools to drive attendees to your event and their booth.
#4. Social media makes the difference:
A great deal has been written about using social media, but it truly is the key to reaching a larger and wider audience for your event. Think of it as an enhanced version of the invite-a-colleague campaign. Get your exhibitors and attendees to embrace the use of social media to leverage their existing contacts and create new ones.
#5. Don’t forget about your speakers:
Your speakers are a valuable asset and can help promote your event to additional audiences. View your speakers as your social media evangelists and offer them promo event codes to share via social media.
Marketing your event begins with your data. Capturing, analyzing and leveraging your data from your past events is the key. Use that data to implement these five strategies and attract enthusiastic attendees and exhibitors to your next event.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & 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 offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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