Ретаргетинг на сомневающихся: как повысить конверсию посетителей выставок

Grow Your Show Marketing Playbook: Attendee Retention This Week’s Podcast Explores Why Retention Is Not Just About Loyalists August 26, 2026 This episode focuses on a key retention mistake in trade show marketing: treating repeat attendees and fence sitters the same. Our Grow Your Show Marketing Playbook podcast co-hosts, Informa Connect’s Caitlin Rodgers and mdg’s Emily Golding, break down why the real growth opportunity is in converting alumni and first timers who are on the edge of returning, not the people who already come back every year. They use examples from the National Restaurant Association Show and CaterPlus events to show how staffing concerns, rising costs, event length, and perceived ROI all affect whether attendees re-register. Highlights from the podcast - In this episode, the team redefines retention as more than loyalty, emphasizing that the highest-impact audience is the group that is undecided about returning. - Attendance may stay steady year over year, but return rates can still fall, which is why registration volume alone can hide a retention problem. - Rising costs, inflation, and the number of days required at an event are major barriers that affect perceived ROI. - The campaign strategy separates audiences into alumni and loyalists, with alumni being the higher-priority conversion target. - Loyalists already understand the value proposition, so they require less persuasion than younger audiences, first timers, and occasional attendees. - The most effective messaging focuses on experience, education, networking, evening events, and trend discovery instead of leaning too heavily on price. - Freeman research cited in the discussion notes that 85% of attendees who have a peak moment return the following year. - A standout example of activation success came from analyzing website behavior, identifying interest in education content, and then building targeted campaigns around that behavior. - Canada emerged as a strong conversion segment after geo-targeted ads, country-specific landing pages, and clearer messaging about business value and ease of attendance. - Personalized URLs helped reduce friction in the registration process and improved conversion by making sign-up faster. - The campaign takeaway is to address the specific barrier keeping fence sitters from converting, whether that is logistics, messaging, or registration friction.