January 2006
Marketwatch: Show Web sites
Expenses outpace revenues
By Danica Tormohlen

Despite a number of surveys reporting that more marketing dollars are moving online, show organizers don’t seem to be capitalizing on this trend and could be leaving money on the table. In fact, show organizers are planning to spend more money than they make online in 2006, according to the 96 show organizers who responded to an online survey conducted by EXPO Magazine and Exhibit Surveys Inc. in November 2005.
In 2006, show organizers expect to spend $16,700 on expenses and generate only $10,400 in revenue from their show Web sites. In 2005, show organizers report they spent $14,300 in expenses and generated $10,250 in revenue. According to interviews with some major show management companies and large associations, they simply aren’t focusing their sales efforts on online revenue.
How are shows generating online revenue? Sponsorships are the most popular. Forty-one percent of respondents generate revenue from sponsorships, followed closely by advertising (38 percent). Only 5 percent of respondents generate revenue from buyers guides. But 23 percent generate revenue from paid/enhanced exhibitor listings/links. 

What are your Web site expenses (show only)?

What percent of attendees booked hotel rooms through the show Web site or the show housing provider’s Web site?

Top 10 attendee features
What features do you currently offer attendees on your show Web site?
1. Show/conference registration 76%
2. Exhibitor list 72%
3. Hotel reservations 61%
4. Online payment 60%
5. Host city information 57%
6. Floor plan (static) 56%
7. Product/category search 50%
8. Printable floor plans 50%
9. Exhibitor search 48%
10. E-mail newsletter 35%

More on expoweb.com
You’ll find exclusive Web-only content from this survey, including:
• A complete list of features for attendees and exhibitors
Attendee features
Show/conference registration -- 76%
Hotel reservations -- 61%
Other travel services (airline reservations, car rental, etc.) -- 35%
Host city information -- 57%
Download conference proceedings (free or paid) -- 33%
E-mail newsletter -- 35%
Online payment -- 60%
Exhibitor list -- 72%
Exhibitor search -- 48%
Product/Category search -- 50%
New Products Showcase -- 23%
Exhibitor product brochures or press release -- 30%
Floor plan (static) -- 56%
Floor Plan (real-time) -- 29%
Printable Floor Plans -- 50%
Personalized Expo Planner (simple exhibitor list that attendees can print) -- 31%
Matching Personalized Floor Plan (printable floor plan that highlights exhibitors on personal list) -- 13%
Appointment scheduler/matchmaking/itinerary planner (facilitates appointment scheduling between attendees and exhibitors) -- 21%
CEU/CME credits -- 6%
Other -- 5%

Exhibitor features
Exhibitor prospectus -- 73%
Static floor plans -- 57%
Real-time floor plans -- 32%
Space selection/sales -- 23%
Printable Floor Plans -- 57%
Online booth space deposits/payments -- 19%
Confirmation Letters -- 23%
Individual Exhibitor Logins for do-it-yourself tools -- 30%
Exhibitor access to their financial summaries (password protected) -- 5%
Exhibitor Profiles/Virtual Storefronts -- 20%
Enhanced exhibitor listings -- 35%
Info/literature request features -- 19%
Trackable visitor click-thrus (online activity reports for exhibitors) -- 7%
Show directory/buyers guide -- 33%
Banner ads -- 40%
Press release postings -- 38%
E-mail newsletters -- 38%
Show/conference registration -- 60%
Separate booth personnel registration -- 46%
Hotel reservations -- 56%
Other travel services (airline reservations, car rental, etc.) -- 33%
Appointment scheduler/matchmaking/itinerary planner (facilitates appointment scheduling between attendees and exhibitors) -- 16%
Lead generation/management -- 16%
Exhibitor manuals -- 63%
Service ordering -- 43%
Reports -- 3%
Other -- 1%

• Verbatim responses from respondents on their biggest frustrations with their Web sites
Attendees can't link directly from our web site to hotel web site for reservations
Can't get changes and updates fast enough
Clarity of information. User friendly
Constant glitches - too high maintenance
Continued investment to keep up with technology
Getting changes up in a timely fashion
Getting things updated quickly
Having to send changes to our webmaster instead of taking care of them immediately in-house.
I am very pleased with our web-site
I do not have a frustration with the Web site.  It is the one element that works great.
Interactive, timely updating
Internal resources for programming of new functionality/design enhancements.  Old programming that prohibtis new enhancements
Internal/corporate updates to information can be cumbersome and time consuming
It is terribly confusing - the whole thing - the show stuff is getting better because that is "outsourced" for programming.
Keep information up to date
Keeping it current
Keeping it fresh, current and interactive.
Keeping it updated
Keeping the information updated
Lack of ability to create all the reports we wanted.
Lack of assn funds to improve all areas
Lack of visitorship
Late Launch
Layout
Limited services
Limited staff make it hard to keep fresh
None
Not enough materials and creativity
Overworked webmaster, delays
Password protection - exhibitors forget their passwords
Sponsorship piece
Static, not enough real time or enhancing features to make it worthwhile to the attendees and exhibitors. Mainly just provides flat information
Technology - compatibility between exhibitor, delegate and production items to be posted.
The technical capabilities of the in-house staff who develop it -- there is more we could do/offer if we could use outside personnel
There is not enough inforamtion available to attendees and exhibitors.
The way it is organized and the delay in getting the most up to date info live in a timely manner
To keep it current
Turnaround time to get approval on format changes due to new management structure
Updating
We are happy with our website
We are just implanting a new Content Management System where most of our problems will go away and I am sure new ones will follow.
We're constantly re-designing. We put it out of house then we bring it back in, etc.  We finally bought some good software and have decided to keep the website in-house.  Most of our attendees register and do their housing online so obviously they find our site user-friendly...it just takes us a lot to get it there. 

•  Profile of survey respondents

By organization
Trade association/society/not-for-profit -- 50%
Independent/For-profit convention/trade show/meeting owner/producer/planner -- 47%
Corporate event management -- 3%

By gross revenue
$500,000 or less -- 24%
$500,001 to $1,000,000 -- 17%
$1,000,001 to $2,000,000 -- 15%
$2,000,001 to $3,000,000 -- 12%
$3,000,001 to $5,000,000 -- 12%
More than $5,000,000 -- 21%

By net square feet
Less than 25,000 -- 7%
25,000 to 50,000 -- 21%
50,001 to 100,000 -- 21%
100,001 to 250,000 -- 20%
250,001 to 500,000 -- 19%
More than 500,000 -- 12%

EXPO Magazine has partnered with Exhibit Surveys Inc. to conduct the Marketwatch surveys and report the results. For more information about Exhibit Surveys, visit www.exhibitsurveys.com or call 800-224-3170.