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This 18-page report documents the most popular approaches used by organizers for attendee marketing and pinpoints characteristics where attendee growth is achieved. This 18-page report inventories the following:

  • Biggest challenges encountered in striving to grow attendance
  • Breakout characteristics among those that grew attendance
  • Planning process for defining a marketing campaign
    • Which departments are involved
    • Factors considered
  • Goals set and used to evaluate the outcome of a campaign
  • Metrics set and used to evaluate the outcome of a campaign
  • Use of data analytics to help define a marketing campaign
  • Use of dashboards to monitor a campaign while in progress

In addition to total results, this report identifies unique differences by event size and by type of business-to-business (B2B) exhibition organizer, association versus independent.

This is the first report in a four part series on growing attendance. This series offers a look at the most popular marketing approaches and, most importantly, which characteristics are tied to success in growing attendance.

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