A powerful approach to rekindle the attendance of both first-timers
and regulars to B2B events such as exhibitions is the combination of
traditional marketing methods with omnichannel technology and a
This is according to findings from Centre for Exhibition Research
(CEIR)’s latest report on Attendee Acquisition Trends Driving Growth
series, entitled Marketing Channel Mix, Messaging and Other Tactics that
Drive Recovery. The report looks at marketing approaches applied to B2B
events held in 2020 through 2022, as well as those planned throughout
The findings reveal various incentives that have struck a chord with
attendees, enticing them to meet the marketing end goal of registering
for the event. Of those surveyed, more than 76% rated messaging that was
focused on key themes and personalised, as well as messaging that
addresses a potential delegate's urgent needs. These include solutions
to particular challenges, education offers, showcasing innovative
products or best resources to meet business needs post-pandemic.
A further 72% of those surveyed said that using several channels is a
must for reaching out, such as microsites, an event website, social
media content marketing and personalised marketing, where a prospect
engagement triggers follow-up with relevant content.
A further element gleaned from the study is the benefit of forming
vital collaborations with exhibition partners and relationship selling
with key buyers and other groups.
CEIR's vice president of research, Nancy Drapeau, highlighted that
the key takeaway from the study is that the industry is still in a
period of recovery, and it's essential to focus on rebuilding the
attendee audience. The data suggests that it's smart to go back to
fundamentals and focus on traditional marketing approaches combined with
personalised messaging and omnichannel technology.