Data can be used to enhance your marketing strategy and further the success of your trade show and event – are you taking full advantage of it? 

On Tuesday June 14th at the ASAE Marketing, Membership & Communications Conference, Jenn Ellek of the National Confectioners Association (NCA) and Susan Merther of the Water Environment Federation (WEF) came together with Bear Analytics’ Joe Colangelo to share the ways data has become a key factor in the success of their trade show marketing and attendance growth. Both Ellek and Merther’s cases shed light on the value of using attendee behaviors to shape marketing strategy.


Ellek spoke on the importance of understanding registrants’ behavior in the months leading up to the association’s annual tradeshow, the Sweets & Snacks Expo. Based on Bear Analytics’ work with NCA’s trade show data, NCA was able to identify registration patterns of “no-show” registrants who would sign up for the Expo but fail to attend.

This information allowed the association to specifically target these potential attendees, focusing on creating excitement around the Expo and telling this group that 2016 was the year they absolutely had to show up.

Speaking on NCA’s “show me you know me” approach with prospective attendees, 

Jenn Ellek noted, “If you are sending the same exact email to all of your prospects, you should stop.  Mass marketing is dead.”

Thanks to the insights gained from analyzing its transactional registration data and launching segmented marketing campaigns based on past registration behaviors, NCA saw a 10% jump in buyer registrations at the 2016 Sweets & Snacks Expo.

WEF used an analysis of their registration data from the associations Annual Technical Exhibition and Conference (WEFTEC) to bring additional efficiency to their marketing and outreach in the 6 weeks leading up to their 2015 trade show.

Ck6z1YUWsAEvz7iWEF worked with Bear Analytics to identify the most loyal companies and individuals at their trade show. After marrying these loyalty profiles with geographic information on prospective registrants,  WEF was able to identify the their top priority marketing targets, including companies that sent the most individuals to the conference and local prospects who were able to make last-minute registration decisions.

Merther stated, “[Bear Analytics] took our data and showed us who our best customers were.” Based on this smart approach to marketing and the hard work of Susan and her team, the WEFTECH conference showed a 7% increase in registration from 2014 to 2015.

Many corporations and associations alike are grappling with how to integrate data analysis into their departments and activities.  During the session, an audience member asked, “How do you build a ‘culture of data,’ and in turn, trust in the data you have?”

According to Merther, nothing breeds a habit like success.

“Being able to have just one small success… that helps create a culture of data where you see the results.” – Susan Merther

Interested in seeing how Bear Analytics can help grow your trade show or event? Visit us at or drop us a line at