CEIR report unveils ways to use messaging to boost attendance

JAMIE BARTOSCH, SENIOR NEWS EDITOR
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A new report from the Center for Exhibition Industry Research (CEIR) unveils focused strategies and segmented marketing approaches for boosting attendance.

“Messaging that Resonates and Delivers,” released June 19, is the third and latest of CEIR’s four-part “2018 How to Grow Attendance Report” series.

The eight-page report is packed with useful information that emphasizes personalized messaging and provides guidance on how to use it to connect with prospects and motivate them to attend. Personalization is one of three key ingredients for attendee marketing, the report says. The others are: keeping it real/authentic/relatable and speaking to key motivations.

It also contains 14 messaging tactics and examples of how testing is used to help deploy messaging to strategic advantage — information can help with email and online marketing decisions.

Also in the report, marketing professionals share how they applied these strategies.

“It highlights results among those that grew attendance,” CEIR Senior Research Director Nancy Drapeau said. “Note that popular tactics are not necessarily the most effective in helping growing attendance.”

Besides the “Messaging That Resonates and Delivers” report, other reports that are already available include:

Part One: Planning and Goal Setting that Positions Efforts for Success
Part Two: Marketing Channel Mix and Other Tactics That Drive Growth
The fourth and final part of the How to Grow Attendance series, “Plans on Where to Improve Approach in Near-term Future,” will be available later this year.

EDPA, ESCA, IAEE, IAVM and SISO members can access the CEIR library and the first three reports at no cost. Non-members can download the full report for $49 at https://www.ceir.org/products/2742.

Contact Nancy Drapeau at (207) 332-9839 or ndrapeau@ceir.org

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