When it comes to event attendance, it's business and it's personal

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 personalised touch.

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 2023.

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.