The Center for Exhibition Industry Research (CEIR) announced today the release of the fourth report in its newest series for attendee marketers, How to Grow Attendance. Report Four: Plans on Where to Improve Approach in Near-term Future uncovers attendee marketer commitment to improve existing approaches and evolve with fast-changing marketing norms.
“Marketing professionals today face enormous pressure to keep up with the rapid pace of change in best practices,” said CEIR CEO Cathy Breden, CMP, CAE. “This report finds attendee marketers are stepping up to the challenge.”
Study results find that 79 percent of attendee marketers plan to improve one or more aspects of their approach and 75 percent will also add one or more new activities in the next several years.
Senior Research Director, Nancy Drapeau, PRC, notes, “This is the last report in the series. It provides marketers with guidance on where to focus their continuous quality improvement efforts and which new techniques and technologies to consider adding in the next several years to position their efforts for success.”
This eight-page report includes:
- Areas Looking to Improve – identifies percentage of attendee marketers planning to address each of nine areas.
- New Activities Planned for Near-term Future – reports on percentage of attendee marketers that will take on each of nine new activities in the area of analytics, content marketing and other strategically focused activities beyond their current marketing practices.
- Commentary from marketing professionals on how they have applied these strategies.
A full listing of reports in this study series follows:
- Part One: Planning and Goal Setting that Positions Efforts for Success Part Three: Messaging that Resonates and Delivers
- 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.
About CEIR
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.
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