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Attendance has always been, and continues to be, one of the most important metrics for meeting planners
. Increasing it requires not only retaining past delegates, but also attracting new ones, according to the Center for Exhibition Industry Research (CEIR), which last week published a new report about how to attract new attendees to trade shows and events.
Titled “Attracting New Attendees,”
the report provides key characteristics of new attendees and offers insights on the resources they use to identify prospective events to visit.
Authored by Dr. Jeff Tanner, professor of marketing at Baylor University, and CEIR Research Director Nancy Drapeau, the report found that new attendees are twice as likely to be final decision makers in the buying process when compared to those who are not adding new exhibitions to their schedule. Also, it found that new attendees who are actively searching for events to attend are more likely to use different sources when considering which exhibitions to attend, with word of mouth sources and personal invites holding special sway.
Said Tanner, “This study highlights the importance of seeking new attendees because decision makers are actively searching for new and better sources of information, especially exhibitions.”
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