First-timers Latest Worry for Show Organizers
Exhibition organizers cite first-time attendees as top marketing challenge, according to new study by Frost Miller Group and Jacobs Jenner & Kent
BETHESDA, MD-January 19, 2006—While still concerned about luring VIPs and internationals to their events, show organizers are putting more worry into their ability to attract first-time attendees, according to a recent study by Frost Miller Group and Jacobs Jenner & Kent.
The fourth annual AttendTrend® study reveals that show organizers believe “increasing first-time attendees” represents their Number 1 marketing challenge, up from Number 4 one year ago.
“The finding confirms a widespread sense among organizers that too many conventions and shows still resemble an ‘old boys’ network’ and aren’t attracting young blood,” says Kevin Miller, president, Frost Miller Group, a Bethesda, MD-based business-to-business marketing firm.
Last year’s AttendTrend® study indicated that “reaching VIPs” topped the list of organizers’ most daunting marketing challenges. That challenge has now dropped to Number 3. “Increasing international attendees” remains the Number 2 marketing challenge.
“The short- and long-term health of exhibitions depends on how effective
organizers can become in promoting their events to the Generation X and
Y professionals who are replacing the Baby Boomers,” says Wayne Jacobs,
president, Jacobs Jenner & Kent, a Baltimore, MD-based marketing research
firm. “As the study shows, organizers are facing up to this reality—and
it’s something that keeps them up at night.”
The AttendTrend® study also found:
- Many growing shows’ attendance marketing budgets are increasing. More than half (51 percent) of organizers whose shows grew in the past year also increased their attendance marketing budgets. In contrast, more than two-thirds of organizers whose shows declined in the past year decreased their attendance marketing spend.
- Sharp increases seen in the use of innovative tactics. The number of organizers who bought or bartered for e-lists increased dramatically in the period. Forty-four percent of organizers bought e-lists, up from 18 percent one year ago; and 53 percent bartered for them, up from nine percent. In addition, the bestowal of gifts upon attendees by organizers doubled during the year. Thirty-two percent of organizers cited the increased use of gifts (premium incentives) to spur attendance, up from 16 percent one year ago. However, another nontraditional marketing tactic gained little traction last year: blogs. Only 12 percent of organizers reported use of a blog and only 17 percent plan to introduce one this year. Nearly two-thirds (63 percent) think blogs have failed to prove themselves and 21 percent aren’t sure what they are.
- Organizers are feeling new pressure to demonstrate ROI. The study also reveals a significant increase in organizers’ concerns about measuring and improving marketing ROI and gauging the impact of attendance promotion. The worries come with heftier marketing budgets for many organizers and increased dependence by a majority on four key promotional activities:
—86 percent of organizers report increased dependence on email;
—64 percent report increased dependence on advertising;
—59 percent report increased dependence on relationship marketing;
and
—58 percent report increased dependence on marketing research.
The annual AttendTrend® study represents the exhibition industry’s only definitive look at show organizers’ marketing “best practices.” Conducted by telephone each December, the survey polls 500 exhibition organizers throughout North America. Complete survey findings will be released in March 2006 and will be available at no charge at www.frostmiller.com.
About Frost Miller Group
Since 1992, Bethesda, MD-based business-to-business agency Frost Miller
Group has provided branding, marketing research, strategy, graphic design,
copywriting, Web development, public relations, and media planning and placement.
Among its clients are American Society for Microbiology, The Electrical
Alliance, Freddie Mac Foundation and National Mining Association. Washington
Business Journal lists Frost Miller Group among the area’s top 25
advertising agencies. More information is available at www.frostmiller.com.
About Jacobs Jenner & Kent
Baltimore, MD-based Jacobs Jenner & Kent is a full-service marketing
research and consulting firm established in 1980. Its recommendations are
based on primary research using qualitative and quantitative methods, including
focus groups, in-depth personal and telephone interviews and self-administered
mail studies. The company has clients in tradeshow and association management,
high technology, finance, healthcare and consumer products. More information
is available at www.jjkresearch.com.