Annual Survey Reveals Tradeshow Organizers Spend More to Build Attendance
BETHESDA, MD—January 27, 2005—According to the third annual AttendTrend™ survey of tradeshow organizers conducted by Frost Miller Group and Jacobs Jenner & Kent, organizers spent on average from $28 to $80 to acquire an attendee in 2004 and saw across-the-board increases in their attendee-acquisition costs.
According to the survey, on average, organizers of shows under 25,000 net square feet (NSF) spent $28 to acquire an attendee in 2004, a 22 percent increase over 2003; of shows up to 50,000 NSF, $16, a 23 percent increase; of shows up to 100,000 NSF, $32, a 14 percent increase; of shows up to 250,000 NSF, $80, a 13 percent increase; and of shows over 250,000 SNF, $50, a 9 percent increase.
The annual AttendTrend™ survey represents the exhibition industry’s only definitive study of organizers’ marketing “best practices.” Conducted by telephone, the survey polls 500 major tradeshow organizers throughout North America. Complete survey findings will be released in February.
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, 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.