January 2005
Marketwatch: Show organizers make more than they spend online
By Danica Tormohlen
Revenue from show Web sites averaged $104,450 in 2004, according to the 312 show organizers who responded to an online survey conducted by EXPO Magazine and Exhibit Surveys Inc. in November 2004. Not bad, considering expenses averaged $22,624 in 2004.
In 2005, show organizers expect to generate $124,768 in Web revenue — a 19 percent increase over 2004. At the same time, show organizers expect expenses to remain almost flat in 2005 at $22,711.
Sponsorships generate the most revenue. Thirty-nine percent of respondents generate revenue from sponsorship, followed closely by advertising (37 percent). Only 4 percent of respondents generate revenue from Webcasting or buyers guides. But 22 percent generate revenue from paid/enhanced exhibitor listings/links.
Seventy-two percent of respondents said they offer attendee registration online, while only 52 percent of attendees use it. A majority of respondents (57 percent) expect the attendee online registration to increase in 2005 by an average of 16 percent.
Even fewer attendees book their hotel rooms through the show Web site or the show housing provider’s Web site — only 35 percent.
Top 10 Exhibitor Web Features
1. Exhibitor prospectus -- 56%
2. Show/conference registration -- 55%
3. Hotel reservations -- 50%
4. Printable Floor Plans -- 49%
5. Static floor plans -- 46%
6. Exhibitor manuals -- 46%
7. Banner ads -- 44%
8. Separate booth personnel registration -- 41%
9. E-mail newsletters -- 35%
10. Show directory/buyers guide -- 33%
Top 10 Attendee Web Features
1. Show/conference registration -- 72%
2. Exhibitor list -- 71%
3. Hotel reservations -- 59%
4. Host city information -- 57%
5. Online payment -- 51%
6. Exhibitor search -- 48%
7. Floor plan (static) -- 48%
8. Printable Floor Plans -- 48%
9. Product/Category search -- 45%
10. E-mail newsletter -- 38%
What’s your biggest frustration with your Web site?
“Keeping all pages accurate and updated” … “I want more content. My staff wants less work. Natural conflict.” … “Our frustration is with lack of good third-party/ASP tools for matchmaking. Too little function for too much cost.” … “Too much information to keep it easy to navigate” … “Still don't understand all the functionality” … “Not enough people go to the Web site for information. More tend to call us.”
How is revenue generated from your Web site?
Sponsorships -- 39%
Advertising -- 37%
Paid/enhanced exhibitor listings/links -- 22%
Product/publication sales -- 10%
Sales of conference proceedings -- 9%
Other -- 7%
Buyers Guides -- 4%
Webcasting revenue -- 4%
How much revenue did you generate from your Web site (show only)?
What are your Web site expenses (show only)?
What percent of your attendees (not including exhibitors) registered online in 2004 (or whenever your largest show was last held)?
What percent of attendees booked hotel rooms through the show Web site or the show housing provider’s Web site?
Exclusive Web-only content: A complete list of online features for attendees and exhibitors.
Attendee Web Features
Show/conference registration 72%
Exhibitor list 71%
Hotel reservations 59%
Host city information 57%
Online payment 51%
Exhibitor search 48%
Floor plan (static) 48%
Printable Floor Plans 48%
Product/Category search 45%
E-mail newsletter 38%
Other travel services (airline reservations, car rental, etc.) 35%
Download conference proceedings (free or paid) 30%
Exhibitor product brochures or press release 29%
Floor Plan (real-time) 29%
New Products Showcase 26%
Personalized Expo Planner (simple exhibitor list that attendees can print) 24%
Appointment scheduler/matchmaking/itinerary planner (facilitates appointment scheduling between attendees and exhibitors) 17%
CEU/CME credits 12%
Matching Personalized Floor Plan (printable floor plan that highlights exhibitors on personal list) 11%
Other (Please Specify): 4%
Exhibitor Web Features
Exhibitor prospectus 56%
Show/conference registration 55%
Hotel reservations 50%
Printable Floor Plans 49%
Static floor plans 46%
Exhibitor manuals 46%
Banner ads 44%
Separate booth personnel registration 41%
E-mail newsletters 35%
Show directory/buyers guide 33%
Enhanced exhibitor listings 32%
Press release postings 31%
Other travel services (airline reservations, car rental, etc.) 29%
Service ordering 29%
Individual Exhibitor Logins for do-it-yourself tools 28%
Real-time floor plans 27%
Space selection/sales 22%
Exhibitor Profiles/Virtual Storefronts 20%
Online booth space deposits/payments 18%
Info/literature request features 18%
Confirmation Letters 16%
Appointment scheduler/matchmaking/itinerary planner (facilitates appointment scheduling between attendees and exhibitors) 14%
Lead generation/management 14%
Trackable visitor click-thrus (online activity reports for exhibitors) 8%
Reports 5%
Exhibitor access to their financial summaries (password protected) 4%
Other (Please Specify): 3%
Survey Demographics
Total respondents: 312
Organization Type
Trade association/society/not-for-profit 46%
Independent/For-profit convention/trade show/meeting owner/producer/planner 46%
Corporate event management 8%
Total Gross Revenue
$500,000 or less 22%
$500,001 to $1,000,000 17%
$1,000,001 to $2,000,000 14%
$2,000,001 to $3,000,000 10%
$3,000,001 to $5,000,000 14%
More than $5,000,000 23%
Industry Served
Consumer goods and retail trade 16%
Professional business services 13%
Communications and IT 12%
Medical and health care 11%
Building, construction, home & repair 10%
Industrial/heavy machinery and finished business inputs 9%
Sports, travel, entertainment, art and consumer services 8%
Food 7%
Government, public and non-profit services 6%
Transportation 6%
Raw materials and science 4%
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com. |
