June 2005
Marketwatch: Nontraditional events
Show organizers are planning more nontraditional events in 2005 compared with 2004
By Danica Tormohlen
In addition to exhibitions, show organizers are planning more nontraditional events in 2005 compared with 2004, according to the 305 show organizers who responded to an online survey conducted by EXPO magazine and Exhibit Surveys Inc. in March 2005. The most popular nontraditional event in 2005: sponsorship-only, including conferences, summits, etc. with no booths (produced by 28 percent of respondents). Other popular nontraditional events: one-on-one private meetings between buyers and sellers at shows (21 percent); corporate events, including road shows, proprietary events, etc. that show organizers produce on behalf of exhibitors (15 percent); and Webinars (15 percent).
In 2006, corporate events are expected to see the biggest increase — 64 percent of respondents say they plan to produce more. And you can expect to see more one-on-one private meetings between buyers and sellers at shows — 51 percent of respondents say they plan to produce more next year. Also in 2006, 50 percent plan to hold more one-on-one private meetings between buyers and sellers separately from their shows, and 50 percent plan to hold more Webinars.
Among nontraditional events, sponsorship-only events see the highest profit margin (an average of 28 percent), followed by corporate events and one-on-one private meetings between buyers and sellers at show (both average nearly 23 percent profit margins).
Not surprisingly, nontraditional events generate the most revenue from sponsorships. But registration fees are a key revenue generator for sponsorship-only events (28 percent of total revenue) and for Webinars (25 percent of total revenue)
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
28% of respondents will produce sponsorship-only events in 2005
What non-traditional events are you producing in 2005?
| One-on-one private meetings between buyers and sellers at your show |
21% |
| One-on-one private meetings between buyers and sellers held separately from your show |
7% |
| Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) |
15% |
| Sponsorship-only (Conferences, summits, etc. with no booths) |
28% |
| Webinars |
15% |
| Online trade shows |
6% |
| Other events |
21% |
What’s your average profit margin on these nontraditional events?
| One-on-one private meetings between buyers and sellers at your show 23% |
|
| One-on-one private meetings between buyers and sellers held separately from your show |
16% |
| Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) |
23% |
| Sponsorship-only (Conferences, summits, etc. with no booths) |
28% |
| Webinars |
22% |
| Online trade shows |
13% |
| Other events |
28% |
What’s your attendee/vendor ratio?
| One-on-one private meetings between buyers and sellers at your show |
45:1 |
| One-on-one private meetings between buyers and sellers held separately from your show |
15:1 |
| Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) |
38:1 |
| Sponsorship-only (Conferences, summits, etc. with no booths) |
47:1 |
| Webinars |
184:1 |
| Online trade shows |
443:1 |
| Other events |
158:1 |
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One-on-one private meetings between buyers and sellers at your show
One-on-one private meetings between buyers and sellers held separately from your show
Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors)
Sponsorship-only (Conferences, summits, etc. with no booths)
Webinars
Online trade shows
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What do you think are the most significant trends in management or production of nontraditional events?
“All participants (customers and suppliers) looking for measurable ROI … Attendee participation — they shape the events, not the association … Corporations are continuing to push for brand-consistent, flexible and unique events … Customizing events to better address trends in one-to-one marketing … Creating vendor-friendly shows, interfacing with labor and decorators to negotiate group prices that benefit all vendors … Don’t know, got my hands full managing traditional events … Exclusivity in sponsorship, creating communities, focus on quality of interaction not just quantity … Increase of corporate events … Much of the corporate enthusiasm will ebb and these kind of events will go back to joining the old trade show format again … They’re certainly becoming more and more important for customer-retention purposes, especially in highly consolidated markets.”
You’ll find exclusive Web-only content, including nontraditional event trends for 2006, as well as additional statistics and research specific to trade associations/ not-for-profits and independent/for-profit shows:
Non-traditional event trends for 2006
Are you planning more, less or the same number of one-on-one private meetings between buyers and sellers at your show?
More -- 51%
Same -- 46%
Less -- 3%
Are you planning more, less or the same number of one-on-one private meetings between buyers and sellers held separately from your show?
More -- 50%
Same -- 50%
Less -- 0%
Are you planning more, less or the same number of corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors)?
More -- 64%
Same -- 31%
Less -- 4%
Are you planning more, less or the same number of sponsorship-only (Conferences, summits, etc. with no booths)?
More -- 41%
Same -- 58%
Less -- 1%
Are you planning more, less or the same number of Webinars?
More -- 50%
Same -- 45%
Less -- 5%
Are you planning more, less or the same number of online trade shows?
More -- 17%
Same -- 72%
Less -- 11%
Are you planning more, less or the same number of other events?
More -- 49%
Same -- 51%
Less -- 0%
Nontraditional event trends for associations
What non-traditional events are you producing in 2005?
One-on-one private meetings between buyers and sellers at your show -- 14%
One-on-one private meetings between buyers and sellers held separately from your show -- 5%
Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) -- 9%
Sponsorship-only (Conferences, summits, etc. with no booths) -- 28%
Webinars -- 19%
Online trade shows -- 7%
Other events -- 17%
Average profit margin
What's your average profit margin on these nontraditional events?
One-on-one private meetings between buyers and sellers at your show -- 22%
One-on-one private meetings between buyers and sellers held separately from your show -- 6%
Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) -- 6%
Sponsorship-only (Conferences, summits, etc. with no booths) -- 26%
Webinars -- 17%
Online trade shows -- 17%
Other events -- 31%
Nontraditional event trends for for-proifts
What nontraditional events are you producing in 2005?
One-on-one private meetings between buyers and sellers at your show -- 28%
One-on-one private meetings between buyers and sellers held separately from your show -- 7%
Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) -- 18%
Sponsorship-only (Conferences, summits, etc. with no booths) -- 26%
Webinars -- 11%
Online trade shows -- 5%
Other events -- 24%
What's your average profit margin on these nontraditional events?
One-on-one private meetings between buyers and sellers at your show -- 24%
One-on-one private meetings between buyers and sellers held separately from your show -- 21%
Corporate events (Road shows, proprietary events, etc. that you produce on behalf of exhibitors) -- 31%
Sponsorship-only (Conferences, summits, etc. with no booths) -- 30%
Webinars -- 25%
Online trade shows -- 6%
Other events -- 26%
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