This Just In
  • Charlotte is moving forward with plans to renovate and add new meeting space to the city’s convention center. Work begins in 2019.
  • The $110 million project includes new pre-function space and 26,000 sf of meeting space. A new skyway will connect to the Westin hotel.
  • Diversified Communications announced the acquisition of Luxperience, an Australian hosted buyer event focused on luxury travel.
  • It is one of Diversified’s first forays into the hosted buyer segment. The move is expected to complement the company’s
  • British Tourism & Travel brand.
  • Hong Kong’s exhibition industry urged support for an expansion of the city’s convention center. The HKECIA said it will meet future demand.
  • The proposal would raze three buildings near the Hong Kong Convention and Exhibition Centre and add about 23,000 sm of connected space.
  • @BluePay will handle credit card and ACH processing for IAEE members, resulting in increased security and lower processing fees.
  • The deal will increase security and lower processing fees for IAEE members. @BluePay will be present at Expo! Expo! to answer any questions.

Attendee Acquisition Trends Noted in New Study

Sandi Cain
, News Editor
February 24, 2017
Share On:

Arlington, VA -- The latest Attendee Acquisition Benchmarks and Trends Study results are in and they point to a generally optimistic outlook for the near future. The study--a joint effort of Exhibit Surveys, Trade Show Executive and Lippman Connects--debuted at the most recent Attendee Acquisition Roundtable held in February in Washington, D.C. 

In all, representatives from 143 association and independent organizers completed questionnaires for this report, which was conducted between Dec. 1 and Jan. 5. The results revealed both commonalities and differences between associations and independent event organizers as well as differences between the approaches used by small and large shows to promote their events (Small shows use less than 125,000 nsf of exhibit space while large shows use more than that.) 

Seventy-two percent of survey respondents were from associations, while 25% were from independents; the remaining 3% were corporate organizers. Among associations, 60% were trade-related; 40% were professional groups. 

In general, 66% overall were optimistic enough to expect increased attendance in the coming year even though respondents were almost evenly divided when asked if attendance at the last event was up or down (51% up to 49% down). 

More than half of those reporting increased attendance at the latest event attributed that growth to better email targeting (52%) and/or more sophisticated use of digital tools (44%). And while only 29% of respondents called social media a ‘very effective tool’ to increase attendance, 64% acknowledged using social media is ‘somewhat effective.’ 

That success translates to plans to spend more funds on social media promotion for 57% of respondents. Those respondents said Facebook and Twitter are the most effective social media outlets. 

But measuring social media success can be tricky. The most common measurements cited by respondents were: the number of followers, number of content views, the number of registrations resulting from the social media promotion and the number of ‘likes’ generated by those viewing the content. Those content views were the primary evaluation method used by 58% of the associations embracing social media outreach. In contrast, 67% of independent organizers said they still measured the success of this outreach by the number of attendee registrations it generated.

A full report about the Attendee Acquisition Benchmarks and Trends Study will be presented in the March edition of Trade Show Executive magazine.

 

 

Share On:
TSE Data Center