What Attendees Really Want
February 7, 2016
The availability or absence of smart search and planning features on the event website can make or break an attendee’s emotional engagement with that event.
Recently, recognizing that multichannel digital marketing is essential to reach an attendee audience, Center for Exhibition Industry Research (CEIR) organized a detailed research on the use of technology at each step of the attendee journey. The report, available as the CEIR Digital ToolKit, documented attendee use and satisfaction with organizer digital offerings, as well as at what organizers found was used extensively and what they thought attendees valued most.
GAPS IDENTIFIED BY ATTENDEES
This research reveals the high importance of an exhibition’s website, both for convincing a prospect to attend as well as to support the attendee’s pre-event planning. It revealed a number of pre-show planning tools that attendees identified as important to them but missing or insufficient (when available) on the exhibition website.
The following features had the most misalignment between attendee needs and organizer offerings:
1. Show me product that may be of interest based on my preferences – 64% of the attendees identified this feature as important or very important, while also indicating their satisfaction levels as low or very low. 52% of the show organizers anticipated high or very high use, and 38% did not offer this feature to attendees.
2. Request/set up meetings with exhibitors – 60% attendees marked this feature as very important or important, while also indicating their satisfaction levels as low or very low. 38% of the show organizers anticipated high or very high use, and 37% did not offer this feature to attendees.
3. Searchable attendee directory to see who is going – 57% attendees marked this feature as very important or important, while also indicating their satisfaction levels as low or very low. 72% of the show organizers anticipated high or very high use, and 49% did not offer this feature to attendees.
4. Searchable attendee directory to connect with colleagues – 57% of the attendees identified this feature as very important or important, while also indicating their satisfaction levels as low or very low. 56% of the show organizers anticipated high or very high use, and 48% did not offer this feature to attendees.
Clearly, today’s attendees look for tools that enable them to easily search for information, evaluate their options in a quick and easy way, and make new connections faster than ever before. Unfortunately, many event websites and mobile apps continue to offer minimal information and networking tools, leading to high dissatisfaction levels amongst attendees. With the wide availability of viable technology solutions and economical multimedia devices, this is an area that can be and should be immediately addressed. Face-to-face interactions need to be bolstered and supported with smart technology in the planning phase for improving the satisfaction and engagement levels for the attendees.
The full report can be downloaded here: http://www.ceir.org/products/2640.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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