Social Media, Market Research Top Attendee Acquisition Challenges

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A new survey of executives who produce exhibitions and conventions reveals the top two attendee-acquisition challenges they face are the strategic use of social media marketing and market research.

“Event producers haven’t found the key to social media marketing.”

A new survey of executives who produce exhibitions and conventions reveals the top two attendee-acquisition challenges they face are the strategic use of social media marketing and market research.

Much more than other attendee-acquisition techniques—including direct mail, telemarketing, advertising and public relations—social media marketing troubles a majority of event producers.

Sixty-one percent named it is among their top attendee-acquisition challenges.

“Event producers haven’t found the key to social media marketing,” says Sam Lippman, producer of Attendee Acquisition Roundtable (AAR) and author of the survey. “Many best practices have been established, but they change daily—along with the underlying technologies.”

The second greatest source of worry to event producers striving to attract attendees is market research.

Fifty-five percent reported it among their top attendee-acquisition challenges.

“Market research may be an issue for event producers because designing and conducting a valid study and applying the results appropriately can be difficult for anyone who isn’t specialized in research,” says Wayne Jacobs, president, Jacobs, Jenner & Kent, whose Baltimore, MD-based firm conducted the survey. Jacobs, Jenner & Kent is a sponsor of AAR.

The survey, which polled 100 executives who run exhibitions with 125,000+ net square feet of exhibit space, was conducted in late January.

The complete results of the survey will be published in March on http://www.LargeShowRoundtable.com/AAR.

About Attendee Acquisition Roundtable (AAR)
Attendee Acquisition Roundtable (AAR), which takes place March 24 in the Renaissance Washington in Washington, DC, is a new invitation-only workshop from Sam Lippman, producer of Exhibition and Convention Executives Forum (ECEF) and Large Show Roundtable (LSR).

AAR gives 24 event producers the opportunity to learn from peers and a select group of subject matter experts how to apply the latest tactics, technologies and best practices for effective attendance promotion, acquisition and retention. AAR participants will also join senior executives from CompuSystems, Fixation Marketing, Jacobs, Jenner & Kent and onPeak.

The event is exclusively for managers from associations and business media companies that produce events. The managers must be responsible for marketing, research, program development, exhibit sales, registration, housing or show management.

All AAR participants must qualify to attend and the event is limited to 24 seats. No more than two participants per organization may attend. Qualified individuals can apply by visiting http://www.LargeShowRoundtable.com/AAR.

About CompuSystems
CompuSystems is a full-service trade show registration contractor capable of providing a broad range of services. Its current proprietary registration system is the result of more than 30 years of development around client needs.

About Fixation Marketing
Fixation Marketing is a leading full-service marketing communications company specializing in integrated attendance and exhibit sales campaigns. To trade associations, nonprofits and professional sports teams rely on Fixation to achieve their objectives.

About Jacobs, Jenner & Kent
Jacobs Jenner & Kent is a full-service marketing research and consulting firm established in 1980. Its clients cover a range of business disciplines, including tradeshow management, association management, advertising, public relations, finance, IT and healthcare.

About onPeak
onPeak is the go-to source for seamless event housing solutions. Using unmatched levels of strategic and technological genius, onPeak elevates the events of more than 100 clients, spanning across an array of unique industries.

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Sam Lippman
ISM
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