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!
Partner Voices
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.
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