GES® and EXPO Magazine Partner to Share Attendee Acquisition Strategies

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White paper and webinar share tips, techniques and best practices

“ show and event organizers need to do more to attract, engage, and excite attendees – including partnering with exhibitors,” said GES Executive Vice President of Strategy and Marketing David Saef.

Global Experience Specialists (GES), a leader in exhibition, event and retail marketing services, partnered with EXPO magazine to create Driving Attendance, an exclusive white paper about effective initiatives by event and show organizers. This white paper includes tips, techniques and best practices for increasing attendance and attracting better-qualified attendees to the next-generation trade show and event.

“Attendees are very discriminating of their time and information,” said GES Executive Vice President of Strategy and Marketing David Saef, “As a result, trade show and event organizers need to do more to attract, engage, and excite attendees – including partnering with exhibitors.”

Driving Attendance dives further into this topic by sharing the five best practices for turning prospects into attendees. It illustrates that the best trade shows and events include creativity before, during and after the show by capturing the right demographic and keeping attendees coming back for more.

The five best practices include:
1.    Dazzling your attendees on the show floor
2.    Tapping into your exhibitor base
3.    Having a comprehensive social media strategy
4.    Connecting with industry bloggers
5.    Giving prospects a virtual taste of the show

In addition to the five best practices, the white paper also delves into new ways show and event organizers are keeping up with trends and their favorite attendee recruitment technologies. E3 Expo, a GES client, launched a next-generation mobile application at its 2011 show, which allowed users to get a sneak peek of exhibitors’ virtual booths and view product announcements, photos and video trailers.

Executive Vice Presi¬dent of Conventions for the National Res¬taurant Association (NRA) Mary Pat Heftman shares how NRA uses new technology to keep recruitment rates up. “YouTube has become a really important nontraditional marketing tool. YouTube views of NRA videos have gone from 430 to 99,000 in two years as a result of our creating compelling experiences for different sub-groups of our restaurant community. What’s great about it is video lets you experience the flavor of the event,” said Heftman.

In another case study, Kenji Haroutunian, vice president at Nielsen Expositions and Outdoor Retailer show director shares how Outdoor Retailer had great success last year by targeting segments through virtual events, online forums and at show gathering areas. “As a result of a one-day virtual event on sustainable design, we were able to increase attendance among designers by 58 percent, which well exceeded the overall general attendance increase of 15 percent,” said Haroutunian.

GES and EXPO magazine released the white paper this month and hosted a live webinar to explain the findings in more detail and to begin an industry conversation through an interactive question and answer session. The webinar also encouraged participants to ask questions via Twitter hashtag #HeyGES. The recording of the webinar can be downloaded here.

To learn about upcoming webinars and white papers, join GES on Twitter, Facebook or Linked In.

About GES
Las Vegas-based Global Experience Specialists, Inc. (GES), a Viad Corp (NYSE: VVI) company, is a leading provider of exhibition, event and retail marketing services. GES provides a wide range of services, including turnkey official show services, cutting-edge creative and design, marketing and measurement services – all with an unrivaled global reach. GES partners with leading shows and brands, including the International CES, Spring Fair Birmingham, International Woodworking Fair, CONEXPO-CON/AGG and IFPE, Bell Helicopter, Genzyme, L’Oreal, Warner Bros., and Simon Property Group. For more information, visit or visit GES’ blog here.

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