Visitor retention. The Center for Exhibition Industry Research (CEIR) announces a new Guru Report, Targeted Visitor Acquisition and Retention Strategies, written by Marketing Design Group’s Vice President and Chief Account Strategist Kimberly Hardcastle-Geddes, CEM. The report addresses why and how strategic targeted marketing is essential for event marketers to stay relevant and, in turn, elicit specific actions and responses from an identified audience.
The report addresses several key areas of targeted marketing including database segmentation, targeted marketing tools, targeted messaging, internal resources, social media and visitor retention, and strategies for reaching diverse audiences with dynamic and compelling content. Hardcastle-Geddes examines the use of today’s tools and technologies that could be integrated into strategic marketing and communications plans to yield desired outcomes.
CEIR Research Director Nancy Drapeau, PRC, said, “CEIR is pleased to offer practical, hands-on advice from an exhibition marketing veteran such as Ms. Hardcastle-Geddes, who has worked with some of the largest exhibitions in the country. Target marketing is no longer a luxury for exhibition marketing efforts, it is a must. This article provides an overview on what to do.”
The CEIR Guru Reports are a series of reports focused on helping exhibition organizers and exhibiting companies achieve better results and gain value from exhibitions. The complete series is available here and is made possible by a grant from the Exhibition Industry Foundation.
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position.
