Meeting Mentor Magazine

August 2020

Decision to Attend Study, Phase Two

‘Behavioral Profile’ Can
Help Maximize Attendance

How valuable would it be if you could create a behavioral profile of your audience and event, which you and your meeting destination can then use to strategically maximize attendance?

That is exactly what is developing in Phase Two of the Decision to Attend Study, and you can be a part of this industry-wide effort from championing organizations ASAE The Center for Association Learning; Destination Marketing Association International; International Association of Exhibitions and Events; Meeting Professionals International; Professional Convention Management Association; and The Experience Institute.

Among valuable insights from Phase One, the study discovered that the meeting destination is the top attendance driver for 82% of audiences, a close second to education/staying abreast of an industry (95%). In Phase Two, meeting professionals and destination marketing organizations are testing a Behavioral Profile Template. It covers such “destination differentiators” as awareness, buzz, uniqueness, climate/weather; cost/price points; travel accessibility; family and extended-stay aspects; food and beverage preferences; preferred off-site activities and special events; and destination services required.

Both show organizer and destination can use the behavioral priorities identified from the completed template to better target and prioritize their marketing strategies and promotional efforts. Best of all, the process opens up “a dialogue between the meeting planner and the destination marketing team that will help increase attendance,” said Mickey Schaefer, FASAE, CAE, CTA, president, Mickey Schaefer & Associates, and CEO/founder, The Experience Institute.

The template itself will be refined throughout 2016 through suggestions and feedback from meeting professionals. So consider volunteering to use the template and provide input. Find the complete Maximize Attendance Toolkit and the Behavioral Profile Template at, or contact Mickey Schaefer at (520) 219-0469 or Once you test the template, go to to share your insight. — Maxine Golding

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