IAEE Washington, DC Chapter 11162007 How Small to MidSize U'S' Associations Decide to Export Their E

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IAEE Washington, DC Chapter 11/16/2007How Small
to Mid-Size U.S. Associations Decide to Export
TheirExhibitions
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What We Will Cover

• Decision-making criteria used by associations to
  take their shows offshore
• Method and schedule associations use
• How associations locate and select overseas
  partners
• How associations prefer to manage their offshore
  event
• Format options (pavilions, co-locations,
  licensing, and stand alone events)
  Draft 3
  11/14//07

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Those who participated

• Participation at the highest level
• CEO
• Executive Director
• Managing Director
• President
• Vice President
• 145 Mid-size associations
• 15 Key industry experts

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Definition of the Small to Mid-Size U.S.
Association

• Own, produce or sponsor an exhibition or
  convention.
• Annual budget between 5 and 25 million
• Size of their largest event does not exceed
  50,000 net square feet

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Key Findings
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Findings From Industry Experts

• Associations like to work with associations
• Executives need education and support
• Each association/industry is different
• Idea can come from a member/exhibitor
• Profit is not the main driver to export
• Export effort may be stopped once objectives are
  achieved

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Profile of the Audience
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Market Potential
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Top Exporting Markets
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Reasons for not Participating
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Likely Participation Format for Entering the
Global Marketplace(Mean Scale 5 Very Likely to 1
Not Likely)
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Desired Management of Offshore Activity
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Making the Participation Decision
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Making the Participation Decision
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Making the Participation Decision(Decision-Making
Attributes)

• 100 Demographics
• 38 New audiences (Not attending U.S.
• shows)
• 16 Champion on the board
• 12 Partner suggestion
• 10 Changing offshore market
• 10 Changing industry

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Making the Participation Decision(Picking an
Offshore Partner)
67 Information/Advice of Offshore Board Member
or Exhibitor
50 Recommendation of Offshore Sister Association
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Making the Participation Decision(Picking an
Offshore Show)

• 34 Membership interest
• 26 Demographics
• 22 Board recommendation / interest
• 22 Not compete with our U.S. show
• 11 Recommendations of sister offshore
• and U.S. associations

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Making the Participation Decision(Timing Goals)
Definition of Success
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Key Learnings
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Key Learnings

• 32 of small to mid-size associations have
  interest in offshore participation
• Associations should seek professional
  hand-holding in the investigation and final
  decision-making process
• Start slowly with pavilions
• Most important goals should be non-financial
  (member participation and satisfaction, brand
  equity, etc.)

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Key Learnings

• Strategies to initiate an off shore launch
• Sell the association board members
• Sell the multinational exhibiting members
• Providing in-depth demographics that reveal new
  audiences and positive market conditions
• Fill in the gaps (guidance, partnership, format,
  etc.)
• Be patient

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More Information

• Complete copy of the study posted on the Jacobs
  Jenner Kent website at
• www.jjkresearch.com
• Sales target countries
• Industry breakdown
• Participation and non-participation segmentations
  

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• Questions?

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FOR FURTHER INFORMATIONCONTACT

• Sam Lippman
• integrated show management marketing
• 703-979-4904
• slippman_at_comcast.net

• Wayne Jacobs
• Jacobs Jenner Kent
• 410-256-2206
• waynejacobs_at_jjkresearch.com

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IAEE Washington, DC Chapter 11/16/2007How Small
to Mid-Size U.S. Associations Decide to Export
TheirExhibitions