Decision to Attend Study – Phase II Research

Phase II of a landmark industry study of why people decide to attend a particular meeting or visit a particular destination is wrapping up and will give DMOs even more strategic tools with which to serve their clients.

Phase I of The Decision to Attend Study for Conventions & Exhibitions, a joint effort by PCMA, The EXPERIENCE Institute (TEI), and the International Association for Exhibitions and Events (IAEE), was introduced at Convening Leaders 2015 and is already providing DMOs with valuable insights into traveler thought processes and shaping marketing strategies appropriately. According to TEI CEO and founder Mickey Schaefer, CAE, CTA, Phase II will produce a new tool — and add to its list of sponsors, including ASAE – The Center for Association Leadership, Destination Marketing Association International (DMAI), and Meeting Professionals International (MPI).

Phase I revealed that the propensity to attend is high across all generations. As older generations attend fewer events, Gen X and Gen Y are filling the gap.

Phase II’s Behavioral Profile Template is designed to drive attendance promotion, and will be tested through 2016. Schaefer said it allows DMOs to uncover data to tailor marketing strategies for any particular group they serve.

“If you follow the vision for maximizing attendance by creating exceptional experiences and targeting promotion to their behavioral interests,” she said, “it’s no longer a question of ‘Do I want to go?’ but rather ‘I’m going!’”

Schaefer will be available in the PCMA Learning Lounge during Convening Leaders to share more information about the study.