The Situation
When comparing year-over-year data, a travel company noticed that while attendance stayed consistent, their audience was getting older, and they weren’t bringing in many younger attendees.
Solution
To better understand their audience, the company deployed eventBit to track how Millennials and Gen Z behaved at events.
The data showed that attendees under 35 were:
- 18% more likely to attend sessions, and
- Spent 30% more timein sessions that included interactive elements.
Using these insights, the marketing team launched a targeted campaign focused on:
- Highlighting collaborative session formats, and
- Promoting networking opportunitiesto appeal to younger attendees.
Results
The following year, their show saw a 5% increase in attendance among attendees age 18-35.
