CEIR Releases Third of Four-Part Report Series for Exhibition Marketers
June 26, 2018
The Center for Exhibition Industry Research (CEIR) has released the third installment of its 2018How to Grow Attendance report series.
The four-part research report series is based on phone interviews and in-depth surveys conducted with executives responsible for final decision-making for attendee marketing for North American business-to-business (B2B) exhibitions.
Titled “Messaging that Resonates and Delivers,” the report identifies the three primary ingredients of marketing messaging that help drive attendee growth as well as the most effective elements that all B2B event marketers should know.
“Each prospect has their personal media consumption preferences,” said CEIR CEO Cathy Breden.
She explained that the second report in the series, “Marketing Channel Mix and Other Tactics that Drive Growth,” details the importance of using an array of tactics to ensure reaching a wide range of prospects.
“Part Three provides guidance on what to personalize in the messaging to enhance the chances of connecting with prospects and motivating them to attend,” Breden said. “It is evident that personalizing messages must be top of mind for every attendee marketer when building a campaign for an event’s next edition.”
This eight-page report includes:
- Marketing messaging approaches – what is most popular and most effective in growing attendance
- Percentages and results of testing to help guide decisions for email and online marketing
- Insights from marketing professionals who have successfully applied these strategies
“This report is very focused, identifying which of 14 messaging tactics are found to be most effective in driving attendance,” explained Nancy Drapeau, CEIR senior research director.
Drapeau stated that the report also provides real-world examples of how testing is used to help deploy messaging to strategic advantage.
The How to Grow Attendance series comprises four reports:
- 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 (coming soon)
To learn more and to purchase Part Three of this report series, go HERE.
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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.
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