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.

 

 

Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE & engage with us on TwitterFacebookLinkedIn & Instagram!

 

Add new comment

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.