What Attendees Really Want
February 7, 2016
The availability or absence of smart search and planning features on the event website can make or break an attendee’s emotional engagement with that event.
Recently, recognizing that multichannel digital marketing is essential to reach an attendee audience, Center for Exhibition Industry Research (CEIR) organized a detailed research on the use of technology at each step of the attendee journey. The report, available as the CEIR Digital ToolKit, documented attendee use and satisfaction with organizer digital offerings, as well as at what organizers found was used extensively and what they thought attendees valued most.
GAPS IDENTIFIED BY ATTENDEES
This research reveals the high importance of an exhibition’s website, both for convincing a prospect to attend as well as to support the attendee’s pre-event planning. It revealed a number of pre-show planning tools that attendees identified as important to them but missing or insufficient (when available) on the exhibition website.
The following features had the most misalignment between attendee needs and organizer offerings:
1. Show me product that may be of interest based on my preferences – 64% of the attendees identified this feature as important or very important, while also indicating their satisfaction levels as low or very low. 52% of the show organizers anticipated high or very high use, and 38% did not offer this feature to attendees.
2. Request/set up meetings with exhibitors – 60% attendees marked this feature as very important or important, while also indicating their satisfaction levels as low or very low. 38% of the show organizers anticipated high or very high use, and 37% did not offer this feature to attendees.
3. Searchable attendee directory to see who is going – 57% attendees marked this feature as very important or important, while also indicating their satisfaction levels as low or very low. 72% of the show organizers anticipated high or very high use, and 49% did not offer this feature to attendees.
4. Searchable attendee directory to connect with colleagues – 57% of the attendees identified this feature as very important or important, while also indicating their satisfaction levels as low or very low. 56% of the show organizers anticipated high or very high use, and 48% did not offer this feature to attendees.
Clearly, today’s attendees look for tools that enable them to easily search for information, evaluate their options in a quick and easy way, and make new connections faster than ever before. Unfortunately, many event websites and mobile apps continue to offer minimal information and networking tools, leading to high dissatisfaction levels amongst attendees. With the wide availability of viable technology solutions and economical multimedia devices, this is an area that can be and should be immediately addressed. Face-to-face interactions need to be bolstered and supported with smart technology in the planning phase for improving the satisfaction and engagement levels for the attendees.
The full report can be downloaded here: http://www.ceir.org/products/2640.
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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