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Event producers say social media, market research are top challenges

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Washington, D.C.—Event producers say the top two attendee-acquisition challenges they face are strategic use of social media and market research, according to a survey by the Attendee Acquisition Roundtable, a network of 24 event producers.

The report, “Attendee Acquisition Challenges of Large Shows,” was based on an online survey of more than 100 event producers conducted in January.

It found that 61% of respondents said strategic use of social media marketing is among their top challenges when it comes to driving attendance to events.

Another top challenge was effective use of market research to drive attendance, cited by 55% of executives. (Respondents could select more than one answer.)

“Event producers haven't found the key to social media marketing,” said Sam Lippman, producer of the Attendee Acquisition Roundtable and author of the report, in a statement. “Many best practices have been established, but they change daily—along with the underlying technologies.”

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