CEIR Report Indicates Attracting Attendees to Shows Strongest with Personal Contacts
April 1, 2013
It doesn’t come as a surprise that the No. 1 reason attendees decide to go to a specific show is through someone they know or by word of mouth, according to the Center for Exhibition Industry Research report “Attracting Attendees”.
"This report provides very important, current insights to help organizers and exhibitors align their marketing approaches with current attendee behaviors and preferences,” said CEIR Research Director Nancy Drapeau.
She added, “Some longstanding practices still work today, while other practices are not apt to be as effective as they were in the past. This report also highlights differences by different attendee characteristics such as age and frequency of attending."
The report was a follow up to one performed 10 years ago and also indicated attendees like to plan in advance for a show.
The third and fourth methods in which attendees find out about shows are from the show's Web site and an exhibitor e-mail invite.
Millenials in particular want to hear about a show from someone they know, while a 'traditionalist' may still rely on an e-mail directly from the show organizer.
The least popular ways as indicated by the report are through an exhibitor-subscribed text, even if they signed up to receive one, as well as telemarketing from the show organziers or exhibitors.
Ninety-four percent of the respondents said they engage in preplanning activities. The most popular activities included choosing or registering to attend an education session/workshop (63 percent), searching the exhibitor directory (56 percent) or registering to attend special events (56 percent).
While onsite, 70 percent of the attendees said they stick to the tried and true printed exhibition catalogue, while only 24 percent said they use a smartphone/mobile version of the program.
"The most common pre-event planning activities are opportunities for exhibition organizers to engage with pre-registrants in an effort to maximize verified show-up rates." the study concluded. "The high usage of the exhibitor directory also offers a valuable statistic to share when selling enhanced listings in an online exhibitor directory."
The report also suggested that the low usage of smartphone/mobile versions of the progamr/catalogue likely are because of inavailability.
More than 53 percent of respondents also said they rely on information provided by exhibitors for onsite planning and information, as well as 51 percent look for exhibition signage for available activities.
Jeff Tanner, Ph.D., professor of Marketing at Baylor University, who worked on the report with Drapeau, said, "This study highlights the importance of knowing your audience. With the segment differences we've observed, organizers and exhibitors alike should be able to more effectively promote attendance."
Tanner and Drapeau utilized a panel of exhibition attendees provided by ResearchNow. Here is the full report: Attracting Attendees.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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