Joe Colangelo
Joe Colangelo is the CEO and co-founder of Bear Analytics. He drives the strategic vision designed to unite technology, user-friendly visualization and the client story.
The Four Reasons Company Loyalty is Your Event’s Most Important Metric
June 9, 2017
On your post-event survey, are you asking attendees if this is their first time attending your event?
Anecdotally, I can tell you that 70-80 percent of event organizers we speak with ask their attendees this question. And it makes sense: the keys to growing your event are based on your ability to attract new attendees while retaining your current customer base.
If an attendee doesn’t return to the event the following year, or ever, is it really a lost opportunity?
Did they have a poor onsite experience?
or
Did they leave their company – maybe the industry all-together?
There are numerous reasons why we are unable to understand why an attendee does not return, since these event “abandoners” are the most difficult group to contact and survey. Individuals can be a challenge to track but your company-level registration data can tell more of the story.
Companies tend to be more stable and remain in the same industries longer than individuals. By tracking a company’s participation at your event over the last 4-5 years, you can identify organizational or company loyalty. This helps you understand how well your events are retaining, attracting and growing participation at a higher level than just tracking individuals.
Here are four impact areas you can explore once you’ve determined company-level loyalty at your events:
1. Trends around companies making the event investment decision at the corporate level and not the individual level. This is one of the post-recession outcomes that has changed the shape of attendee marketing the most.
2. New company participation. This is a fantastic metric for measuring your event brand’s pull in the marketplace and industry you serve.
3. Company loyalty benchmarks. This will allow you to group companies according to most and least loyal and craft targeted marketing messages.
4. Most Valuable Company Program. You can recognize and reward the companies that invest the most money and send the most attendees – this is the “heart” of your event.
One note of caution: registration data is typically human-generated, so you can expect to see mismatched company names, subsidiaries, departments at universities and all kinds of other weird things. Don’t panic. This is easily solved by harmonizing the company names and creating a company name dictionary. A company name dictionary allows you to take these “dirty” company values and standardize them into consolidated and usable values.
You can standardize the names given to companies (for example, “Bear Analytics” versus “Bear Analytics, Inc.”) and the values each represents. By standardizing the spelling variants of company names in different registration records, you can determine which name should be displayed and used for company level stats.
Time and time again, we found when events retain current participating companies/organizations and attract new organizational participation, they increase registration revenue and are in a stronger position to price and sell sponsorships. So, don’t wait – the data is in your hands and you can start to make an impact with it today.
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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