Collect the Right Attendee Data to Improve Post-pandemic Events
An expert suggests what to research to improve them and their marketing
The pandemic forever changed events. While the prevalence of vaccines and lower community spread has many organizations jumping back in to their in-person conferences, concerns related COVID-19 are still affecting attendee behavior. To better navigate events during these changing times, it’s important to have data about member and attendee wants and needs, said Rich Vallaster, director of marketing and events industry relations at Personify, during ASAE’s Marketing, Membership & Communications Conference earlier this week.
“The new normal is changing,” said Vallaster. “That’s why market research is so critical. What is a temporary mindset? And what is much more permanent?”
During the “Understanding Your Audiences: Effective Market Research for Post-Pandemic Events” session, Vallaster discussed the importance of researching where your audience is, in order to better prepare for events.
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