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.

CEIR

 

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.

 

 

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.