How Large Show Attendees

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How Large Show Attendees Exhibitors are Changing
Large Show Roundtable San Diego 2008
Michael HughesAssociate Publisher Director of
Research Services
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Themes

• Attendees
• Exhibitors
• International
• Growth Outlook

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Attendees
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How Attendees are Changing at Large Shows

• Committing closer to the show dates. Not staying
  as long. Better informed before the show.
• More competition for time and resources.
• Demographic changes. Boomers retiring
  Generation X and Y emerging.
• Attendees today are more specialized.
• Placing increased importance on value and
  education.

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Exhibitors on Todays Attendees
Buyers are sizing-up and comparing booth staff
behind the brands.
Source Tradeshow Week Research
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How Important is Extending the Relationship
After the Event? How well is this done?
DISCONNECT
Source Tradeshow Week, SISO JEGI
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How Show Producers Extend the Relationship with
Attendees and Exhibitors Year-Round
Source Tradeshow Week, SISO JEGI
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Web Digital Media Challenges Opportunities

• Challenges
• Compelling content
• Driving traffic
• Determining ROI revenue/cost model
• Sufficient resources time, people, budget
• Opportunities
• Booth sales registration
• Building deeper relationships with community
• Effective matchmaking and social networking
• New revenue streams and partnerships
• Targeting new participants

Source Tradeshow Week, SISO JEGI
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Exhibitors
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80 of exhibitors say
The job is getting more complex.
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How Exhibitors Select Events Today
Exhibitors need more attendee data this is much
more important than perceived ROI-ROO
Source Tradeshow Week Research
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Is there more pressure to prove ROI? Yes, we
track ROI?
DISCONNECT
Source Tradeshow Week Research survey of
corporate exhibitors
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Event cost as of total marketing budget?
Estimated total sales resulting from events.
DISCONNECT

• Other TSW surveys have found this closer to
  20.

Source Tradeshow Week Research
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Perceived Value of Marketing Media
Top 3 Box Based on a 10 point scale 10
Highest Value 1 Lowest
DISCONNECT
87
This is a survey of exhibitors. ABM has surveyed
higher-level marketers and events have scored 1.
72
63
51
41
36
31
16
14
4
Source Tradeshow Week Research
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Exhibitor Survey Question Have any event
marketing funds been shifted to other marketing
mediums in 2007?
The Web is the Primary Competitor
Which mediums received shifted event marketing
funds?
1. Web Site and Email Marketing 79 2. Direct
Mail and Catalogs 26 2. Trade
Magazines 26 4. Sales Force 21 4.
Telemarketing 21
Source Tradeshow Week Research survey of
exhibitors
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Do Exhibitions or Private, Corporate Events
Provider Higher ROI?
Source Tradeshow Week Research
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Plans to Participate in Non-Traditional Events in
Next Two Years?
Source Tradeshow Week Research
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Has Corporate Event vs. Tradeshow Budget
Allocation Changed?
Source Tradeshow Week Research
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Show Producers How important is exhibitor
training? Yes, we provide training?
DISCONNECT
Source Tradeshow Week Research survey of show
managers
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International
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Over the Next Five Years, U.S. Show Producers
Would Like To

• International Markets of Most Interest
• China, and other Asia
• Dubai
• India
• Other Middle East
• Eastern Europe
• Canada, Mexico and Other Latin America

Source Tradeshow Week Research
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of Large U.S. Show Organizers with
International Events vs. of U.S. Exhibitors
Going Overseas
DISCONNECT
The average for all show producers is 15.
Source Tradeshow Week Research U.S. exhibitors
that exhibited in at least one show overseas in
2007
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Growth Outlook
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Tradeshow Week 200 Growth 2005 and 2006
Source Tradeshow Week 200
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2007 Preliminary Growth Rates Large Shows in
Sectors Represented by LSR January 2008
Participants
Source Tradeshow Week Research 75 large shows
held in 2007 with 2006 comparison
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2007 Preliminary Growth Rates Large Shows in
Sectors Represented by LSR January 2008
Participants
Slide 1 of 2.
NSF ExCos Attend Amusement
Entertainment 5.8 3.8 8.4 Automotive
Trucking -3.2 -3.5 0.4 Aviation 1.0 1.7
-5.8 Beauty Hair Care 10.6 13.7 3.0 Bui
lding Construction 3.8 -0.8 0.3 Graphics
and Printing 5.0 0.1 1.4 Hobbies
Crafts -1.7 -6.0 8.4
Source Tradeshow Week Research 75 large shows
held in 2007 with 2006 comparison
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2007 Preliminary Growth Rates Large Shows in
Sectors Represented by LSR January 2008
Participants, cont.
Slide 2 of 2.
NSF ExCos Attend Information
Technology 5.1 2.9 -1.9 Manufacturing
Industrial 1.7 -0.2 1.8 Media 3.5 4.8 29
.9 Medical Health Care 1.9 0.1 5.6 Retai
l 1.8 3.2 1.5 Safety Security 6.9 6.5
3.1
Source Tradeshow Week Research 75 large shows
held in 2007 with 2006 comparison
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Exhibition Industry Growth Cycle

• Recovery
• Attendance grows faster than net square footage
• Slow merger and acquisitions market
• Negative national and local press
• Expansion
• First attendance grows faster than net square
  footage, then at about the same rate
• Strong corporate travel and meeting spending
• Hotel rates rise
• More business-to-business events launched
• Positive press events are back
• Peak
• Net square footage grows increasingly faster than
  attendance
• Strong exhibition and event mergers and
  acquisitions
• Strong corporate travel and meeting spending
• Harder to launch business-to-business events
• Strong convention hotel development

Source Tradeshow Week Research
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Key Economic Indicators

• Corporate Profits
• Consumer Spending
• Unemployment
• Hotel Occupancy and RevPar
• Corporate Meetings
• Public Companies in Your Industries Public
  Companies in the Exhibition/Events Industry

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Todays Positive Economic Factors

• International Growth and Weak Dollar
• Slowing MA Environment, Reduces Consolidation
• Show Management Pricing Power
• Still-buoyant lodging sector (Financial Times,
  November 29th)
• Marketers are in Turmoil Hard to Reach Buyers
• Significant Change Driving Attendance, Education
  Needs

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QA
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About Michael Hughes

• Associate Publisher Director of Research
  Services, Tradeshow Week
• As head of Tradeshow Week Research, Michael
  produces proprietary research, consulting and
  marketing projects for leading exhibition
  industry organizations around the world. He
  works closely with exhibition industry leaders,
  corporate exhibitors, entrepreneurs, investors
  and real estate developers to provide strategic
  information, analysis and recommendations. His
  clients include nearly all industry leaders in
  every segment of the industry as well as leaders
  in the investment and consulting community.
  Michael is frequently quoted by major newspapers
  and national magazines such as The Chicago
  Tribune The Los Angeles Times Newsweek The New
  York Times and The Wall Street Journal. In
  January of 2003, he was selected as a Person to
  Watch by mins btob newsletter. Since 1999,
  Michael has been a presenter at over 70 industry
  conferences and meetings. He is also the
  research director and editor of Tradeshow Weeks
  syndicated Executive Outlook research surveys,
  and he writes Tradeshow Weeks Industry
  Analysis column and blog.
• Tel [phone]
• Email mhughes_at_reedbusiness.com
• www.tradeshowweek.com/customresearch