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How to Grow Attendance

This report series offers a resource for staff responsible for attendee marketing for North American business-to-business (B2B) exhibitions. It provides benchmarks on common practices throughout a marketing campaign cycle, including planning, tactics used to reach and communicate with target audiences, and methods used to evaluate outcomes. It documents the state of attendee marketing practices and pinpoints elements of approaches that are found among organizations successful in increasing attendance. In addition to benchmarks, each report offers insights from marketing professionals and their commentary from the marketing trenches.

Report One: Planning and Goal Setting that Positions Efforts for Success

Report One documents the most popular approaches used by organizers for attendee marketing and pinpoints characteristics where attendee growth is achieved.


Additional reports in this series will become available throughout 2018.