Most event teams are doing more marketing than ever—yet struggling to attract the right attendees. The Attendee Acquisition Reality Gap reveals why increased spend and tactics are not translating into better audiences, and where strategy, data, and execution are breaking down across today’s event landscape.

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Key Takeaways

• Quality is the new constraint: Audience fit has overtaken audience size as the primary challenge, shifting focus from volume to precision targeting.

• More channels, less differentiation: Nearly every team is using the same mix of email, social, and digital tactics, but effectiveness is inconsistent.

• Growth is shallow, not deep: First-time attendance is increasing, but repeat engagement and attendee depth per organization are lagging.

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How's your attendee acquisition gap?

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