The Center for Exhibition Industry Research (CEIR) announced today the release of the final report in its newest series, 2016 Attendee Retention Insights Part Five: 11 Real-world Business-to-Business Exhibition Organizer Approaches to Attendee Retention Efforts. This newest addition to the series provides case study summaries based on in-depth interviews with executives from 11 different business-to-business exhibition organizers. Executives discussed their efforts relating to attendee retention, including whether attendee retention is formally tracked, how attendee retention efforts are created, descriptions of these efforts and methods used to evaluate outcomes.
“This last report offers invaluable context and examples of how attendee retention efforts are handled at some of the top-ranked exhibitions in the United States,” said CEIR President & CEO Brian Casey, CEM. “It provides examples of how to create content that responds to trends uncovered in the other focus reports. CEIR is grateful to these executives who graciously shared their stories which can help other events learn by their examples.”
The 2016 Attendee Retention Insights series consists of five reports focusing on the largest trade shows in the U.S. to understand what generates loyalty among attendees and how event organizers motivate them to return on a regular basis. Input was sought from organizer and repeat attendee perspectives. The resulting reports offer readers a road map for benchmarking attendee retention strategy practices with industry norms; an understanding of commonly held characteristics of professionals who attend a given event regularly; and insights to guide organizers in their marketing and event development.
"The CEIR Attendee Retention Insights study series provides a comprehensive overview of factors that help convert first-time attendees to loyal alumni,” noted Casey. “For organizers looking to engage in strategic planning for their events this summer, these reports offer a great resource.
Other reports in the 2016 Attendee Retention Insights series are:
- Part One: Basics for Creating Your Attendee Retention Strategy: Tracking, Profiling and Why They Come Back (released in April 2016)
- Part Two: Exhibition Floor Features that Build a Loyal Alumni Attendee Audience (released in May 2016)
- Part Three: Education Content that Builds a Loyal Alumni Attendee Audience (released in May 2016)
- Part Four: Special Activities and Amenities that Build a Loyal Alumni Attendee Audience (released in June 2016)
Click here to download 2016 Attendee Retention Insights Part Five: 11 Real-world Business-to-Business Exhibition Organizer Approaches to Attendee Retention Efforts.
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.