The Center for Exhibition Industry Research (CEIR) announced today the release of the second report in its newest series for attendee marketers, How to Grow Attendance. Report Two: Marketing Channel Mix and Other Tactics that Drive Growth identifies the most popular marketing channel mix and other tactics used in the attendee marketing toolkit, as well as pinpointing the most effective tactics in driving attendee growth.
“Marketing continues to undergo rapid transformation,” said CEIR CEO Cathy Breden, CMP, CAE. “This report documents the explosion of marketing channel tactics. Today’s media landscape is fragmented and media consumption habits are personalized. One size does not fit all. This report offers focus and identifies which tactics are apt to work best, guideposts to help build a multichannel marketing mix and other tactics to build a marketing campaign that drives attendee growth.”
Report Two: Marketing Channel Mix and Other Tactics that Drive Growth results indicate a multichannel marketing mix is a necessity to market one’s event. Senior Research Director, Nancy Drapeau, PRC, notes, “On average, 14 tactics are used including a mix of established and newer digital tactics and longstanding non-digital tactics. However, this report finds that attendance growth is not positively correlated with how many tactics are used; it is driven by how effectively tactics are deployed.”
This 18-page report focuses on what to use to build a marketing campaign that drives attendee growth, and provides an exhaustive inventory of marketing channel tactics and other activities that can be used over the course of an attendee marketing campaign. The right combination of marketing channel tactics and other activities help penetrate the information glut, such as:
- Marketing channels consisting of traditional marketing tactics and new digital tactics which are most popular and effective in growing attendance;
- Efforts to maximize use of an organizer’s house list;
- Adoption of marketing automation throughout the attendee promotion lifecycle;
- Relationship and collaboration activities;
- Exhibitor invitation programs; and
- Discounts and premium offers.
In addition to total results, Report Two: Marketing Channel Mix and Other Tactics that Drive Growth identifies unique differences by event size and by type of business-to-business (B2B) exhibition organizer, association versus independent. Two other reports in the 2018 How to Grow Attendance Report Series will be published in the coming months:
- Part One: Planning and Goal Setting that Positions Efforts for Success
- 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
EDPA, ESCA, IAEE, IAVM and SISO members can access the CEIR library and reports at no cost – a benefit of membership in these organizations.
The Center for Exhibition Industry Research (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.