In a white paper released this week, Twinsburg, Ohio-based Experient offers an in-depth analysis of year-round attendance marketing strategies. Titled Using Relationship Management to Optimize Attendee Marketing and Grow Event Revenue, the white paper examines how event planners can use customer relationship management principles and data mining tools to understand and drive meeting attendance.
By tracking attendees' actual buying behaviors with marketing tools and databases, the white paper suggests that meeting organizers can determine who their most valuable exhibitors are, how many attendees are regular or periodic participants, what speakers and subjects draw the biggest crowds, and what has most interested attendees at past events.
According to Experient, such data will help meeting planners choose the best exhibitors, topics and speakers for their meetings, not to mention the best messages with which to market them. What's more, it will help them match potential attendees with relevant promotions in order to stimulate event registrations and increase event revenues.
To view the full 20-page white paper, visit http://www.experient-inc.com/dm/attendee_marketing