June 2006
Editor's Column: Attendee analysis

Despite the fact that attendance is up across most industries, the latest industry research reveals some intriguing gaps in the numbers that are worth further investigation. The 2005 trade show attendee benchmarks, provided by Exhibit Surveys Inc. and published here since 2000, offers insight into where we should be focusing our attendance efforts (see Marketwatch: Trade show attendee benchmarks , page 36). Among the key trends:

Attendees are spending less time on the show floor. The good news: The number of days attendees spend at a show has increased slightly over the last five years. The bad news: The average hours spent on the show floor hit a five-year low of 7.8 hours in 2005, down from 8.9 hours in 2001. To combat this issue, some shows are redoubling their traffic-building efforts on the show floor, including adding more food-and-beverage events, product demos, sessions or keynotes, new product pavilions and international pavilions. New and unique offerings may provide a reason for attendees to stay longer. 

Attendees aren’t as likely to come every year. In 2001, 44 percent of attendees visited the previous year’s show, compared with 39 percent in 2005. At the same time, the percentage of regular attendees (those who have attended the last three shows) has also declined slightly, from 31 percent in 2001 to 28 percent in 2005. To deal with this issue, a number of shows are targeting no-shows by sending e-mails, post-show wrap-ups and podcasts telling them what they missed. (see Try This: CES podcasts keynotes and sessions, page 16). Other shows are promoting what’s new and enhancing their VIP buyer and loyalty programs.

Attendees are going to more shows. In 2001, 52 percent of attendees said they didn’t attend any other shows. By 2005, that number had dropped to 33 percent. With more competition from other events, show organizers have to stand out from the crowd with more creative marketing, better programming, and more opportunities for networking and buying. Successful shows are touting the unique one-of-kind experience that attendees can’t get anywhere else. They’re using targeted promotions to different audience segments to identify “what’s in it for me.”

Shows are attracting fewer first-time attendees. From a high of 37 percent in 2001, the percentage of first-time attendees has steadily declined to 31 percent in 2005. To increase attendance from this segment, show are bartering with buying groups and companies for member or customer lists, taking advantage of additional promotional opportunities, and even revenue sharing for each member who attends. (For more strategies on how to attract this segment, see Why you must invest in first-time attendees, EXPO, May 2006.)

Keep in mind these are trends from a sampling of shows, and attendance trends can vary widely from industry to industry and from show to show. Analyze your own data to identify potential problem areas, so that you can determine where to best focus your own efforts.