DALLAS – The fourth of six reports in the Center for Exhibition Industry Research’s (CEIR) Omnichannel Marketing Insight series focuses on the critical topic of trade show attendee acquisition.
Growing your show, attracting quality buyers and creating a referral market for your industry has never been more important for event management.
The latest Event Marketing Report looks into the future and provides insights to help shape an attendee acquisition approach that aligns with business goals. It also addresses the decision-making process for attending an event today and exactly who will return.
“Acquiring attendees is consistently the top challenge for marketers and event planners,” said Nancy Drapeau, IPC, CEIR’s vice president of research. “We live in a world of hyper-personalized marketing, and knowing who to reach and what messaging to use is even more important. Marketers need to ensure their content marketing strategy aligns with that. Prospects will respond to content that speaks to them. This report offers insights to do both.”
Today, an omnichannel marketing approach is more vital than ever as the trade show industry continues to recover from the COVID pandemic shutdown. While in-person trade shows are back in full force, many still have an online and hybrid approach. Whether a trade show is in-person, in-person, or online, the goal is the same: get in front of your audience, deliver a message, and drive business. Omnichannel marketing helps make that happen. Ratio Four is essential for event management teams because without an audience, what’s left?
According to the study, 89% of people attending trade shows today have a buying role within their organization. Positions include senior executives and staff who recommend products and services for purchase. As has been seen since the trade show industry reopened, women are not attending events as much as men. The Event Marketing Report reveals that women are lagging behind, with events comprised of an average of 66% men and 26% women.
The CEIR report also highlights the importance of taking a personalized approach when marketing to potential attendees. Identify the content offered by the event that is likely to interest each target demographic, the report says.
94% of Exhibitors Plan to Return to Live Events, CEIR Omnichannel Marketing Research Study Finds
The full Omnichannel Marketing Insights series is based on a survey of 1,799 attendees and 316 exhibitors. Report four costs $59 for non-CEIR members.
Contact Nancy Drapeau at [email protected]