11/17/2017

Results-driven Event Marketing for the Discerning Attendee

by Aaron Wolowiec & Scott Oser

According to the 2014 Economic Significance of Meetings to the U.S. Report, commissioned by the Convention Industry Council (now the Events Industry Council) and researched by PwC, participant volume at meetings and events increased by 10 percent between the years of 2009 and 2012.

Likewise, during the 2012 calendar year, 1.83 million meetings were held in the U.S. and attended by 225 million participants. The majority of attendees (57 percent) traveled more than 50 miles to attend a meeting, followed by local participants (40 percent). 

That’s a lot of meetings – and a lot of revenue potential. Capturing your industry’s slice of this pie requires, among other tactics, results-driven event marketing. This type of marketing occurs in three distinct phases: pre-planning, implementation and post-activity. When intentionally designed, developed and implemented, the right event marketing can cause both attendance and revenue to soar.

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