CEIR Releases First Report in New Attendee Marketing Series
March 27, 2018
The Center for Exhibition Industry Research (CEIR) has released the first study in its newest research report series for event attendee marketers, “How to Grow Attendance.”
Focused on planning and goal setting to help position an attendee marketing campaign for success, Report One: Planning and Goal Setting that Positions Efforts for Success provides benchmarks for all phases of a marketing campaign, documents the most popular attendee marketing approaches used by show organizers and pinpoints characteristics where attendee growth is achieved.
According to Cathy Breden, CEO of CEIR, the “How to Grow Attendance” series is designed to offer a lifeline to attendee marketers who may feel overwhelmed by the fast-changing marketing environment.
“This research offers a roadmap of the most popular marketing approaches and, most importantly, which characteristics are tied to success in growing attendance,” Breden said. “Attendee marketing teams can use these tools to evaluate what they are doing and develop ways to enhance the outcome of their efforts.”
Key findings from the 18-page report reveal that the differences in approach between organizers who achieve attendee growth and those who don’t are nuanced and that those who are successful focus on achieving goals and metrics defined at the outset of a marketing campaign.
The study also shows that the use of analytics for new attendee acquisition is evident at a higher rate among those shows that grew attendance than among those that experienced attendance decline. In addition, the report summarizes success rates and other unique characteristics tied to attendee growth.
Part One: Planning and Goal Setting that Positions Efforts for Success inventories the following:
- Biggest challenges encountered in striving to grow attendance
- Breakout characteristics among those that grew attendance
- Planning process for defining a marketing campaign
- Which departments are involved
- Factors considered
- Goals set and used to evaluate the outcome of a campaign
- Metrics set and used to evaluate the outcome of a campaign
- Use of data analytics to help define a marketing campaign
- Use of dashboards to monitor a campaign while in progress
In addition to total results, the report identifies unique differences by event size and type of B2B exhibition organizer, association versus independent.
Additional reports in the 2018 “How to Grow Attendance” series to be released in the coming months include:
- 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
To download Part One: Planning and Goal Setting that Positions Efforts for Success, go HERE.
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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