DALLAS — Earlier this month, the Exhibition Industry Research Center (CEIR) has released the third and final report in its Participant Acquisition Trends Driving Growth series, Report Three: Areas of Focus for Improving Future Participant Acquisition Efforts.
The goal of this report is to explore future trends, focusing on areas where B2B exhibition marketers believe their organizations need to improve, as well as identify new activities they plan to implement to increase the effectiveness of their attendee acquisition efforts for future events.
Respondents to the report identified four key areas their organizations will work on going forward. The vast majority, 67%, are looking to refine their approach to digital marketing. Adjusting their content to meet attendee needs is important to 61%, and 56% plan to change their attendee outreach efforts to respond to changes in existing and emerging markets. Finally, 48% will evaluate their marketing channel mix.
“The study results indicate that attendee marketers are focused on what matters. They understand the critical importance of data analytics to drive better decision making. They also understand that future success depends on improving event content to make it engaging and deliver on marketing promises. This drives attendee retention,” said Nancy Drapeau, IPC, CEIR’s vice president of research.
Related. Second CEIR Participant Acquisition Report Gets Back to Basics
Among the new activities planned for implementation, the top three are: improving data analysis used to make decisions (55%); improving social media marketing content to generate leads (48%); and maintaining engagement with the participant base throughout the year (46%). “These results underscore the value of understanding the market size of target audiences and adjusting marketing efforts based on the highest participation potential,” Drapeau said.
THE collection, organizationCollecting and analyzing data that effectively supports an effective multi-channel marketing strategy is a complex task that exhibitors must master to be successful. ““Digital transformation is a slow process,” Drapeau noted. “Yet it’s a smart investment because organizing this data allows you to better understand and make decisions about where audience potential is greatest, identifying what to grow and what to stop based on actual results.”
This third and final The report completes the picture of strategies that business-to-business (B2B) event marketers plan to refine to increase attendThe report offers essential insights and solutions for today’s B2B event marketers and is available free to CEIR subscribers and IAEE members, and $29 for non-members.
Contact Nancy Drapeau at ndrapeau@ceir.org