November/December 2005
Marketwatch: Attendee marketing
Shows spend an average of $17 per attendee on promotions
By Danica Tormohlen
Shows spend an average of $286,489 on 8.6 promotions to attract an average of 16,482 attendees, or $17 per attendee on promotions, according to the 155 show organizers who responded to an online survey conducted by EXPO Magazine and Exhibit Surveys Inc. in September 2005.
For-profit shows spend less per attendee on marketing than association shows. For-profits spend $11 per attendee on promotions, compared with association shows that spend $25. At the same time, associations and for-profits spend about the same percentage of their overall budgets on attendee marketing (21 percent for associations vs. 22 percent for for-profits).
Shows that generate more revenue ($2 million gross or more) spent $21 per attendee on promotions, compared with shows that generate less revenue (under $2 million gross) which spent $9 per attendee on promotions. At the same time, shows that generate more revenue spend a smaller percentage of their overall budgets (18 percent) on attendee marketing than shows that generate less revenue (25 percent).
Attendee marketing budgets are expected to remain relatively flat in 2006. Show organizers report they plan to spend 20 percent of their budgets on attendee marketing in 2006, compared with 21 percent in 2005.
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
Number of promotions
8.6 Average number of promotions sent to attendees
How budgets are spent
In 2005, what percentage of your attendee promotion budget will be spent on (include the value of trades in your responses)? (Check all that apply)
1. Direct mail (brochures, prospectuses, postcards, printing, postage, etc.) 41%
2. Print advertising 17%
3. TV, Radio, Newspaper advertising 12%
4. E-mail promotion 7%
5. List rental (direct mail, e-mail, etc.) 6%
6. Other 5%
7. Web advertising 4%
8. Exhibitor-sponsored promotions 3%
9. Research 3%
10. Telemarketing (for list clean up, lead generation, lead qualification, etc.) 2%
Attendee marketing budgets
What percentage of total show revenues did/will you spend on attendee promotions in 2005/2006?
Cost per attendee spent on promotions
Campaign time line
When do you begin your attendee marketing campaign?
In-house vs. outsource
In 2005, will you handle attendee marketing in-house or will you outsource (to an agency or consultant)?
You’ll find additional exclusive Web-only content from this study, including:
• Attendee marketing budgets by show type and by show size
What percentage of total show revenues did/will you spend on attendee promotions in 2005/2006?
By show type
For-profit shows
2005 -- 22%
2006 -- 23%
Association shows
2005 -- 21%
2006 -- 20%
By show size
Show revenues of less than $2 million
2005 -- 25%
2006 -- 26%
Show revenues of more than $2 million
2005 -- 18%
2006 -- 16%
• How budgets are spent by show type and by show size
In 2005, what percentage of your attendee promotion budget will be spent on (include the value of trades in your responses)?
By show type
For-profit shows
Direct mail -- 34%
Print advertising -- 16%
TV, Radio, Newspaper advertising-- 16%
E-mail promotion -- 7%
Web advertising -- 6%
Research -- 4%
Telemarketing -- 4%
Exhibitor-sponsored promotions -- 4%
List rental -- 3%
Association shows
Direct mail -- 48%
Print advertising -- 19%
List rental -- 9%
TV, Radio, Newspaper advertising -- 8%
E-mail promotion -- 7%
Exhibitor-sponsored promotions -- 2%
Web advertising -- 2%
Research -- 1%
Telemarketing -- 1%
By show size
Show revenues of less than $2 million
Direct mail -- 34%
TV, Radio, Newspaper advertising -- 18%
Print advertising -- 17%
E-mail promotion -- 8%
List rental -- 7%
Web advertising -- 5%
Exhibitor-sponsored promotions -- 4%
Research -- 2%
Telemarketing -- 2%
Show revenues of more than $2 million
Direct mail -- 47%
Print advertising -- 17%
E-mail promotion -- 7%
TV, Radio, Newspaper advertising -- 6%
List rental -- 6%
Web advertising -- 3%
Research -- 3%
Telemarketing -- 3%
• Campaign start time lines by show type and by show size
When do you begin your attendee marketing campaign?
By show type
For-profit shows
1 year out -- 14%
10-11 months out -- 3%
8-9 months out -- 19%
6-7 months out -- 21%
4-5 months out -- 29%
2-3 months out -- 14%
Association shows
1 year out -- 50%
10-11 months out -- 10%
8-9 months out -- 21%
6-7 months out -- 8%
4-5 months out -- 8%
2-3 months out --3%
By show size
Show revenues of less than $2 million
1 year out -- 28%
10-11 months out -- 6%
8-9 months out -- 18%
6-7 months out -- 15%
4-5 months out -- 21%
2-3 months out -- 12%
Show revenues of more than $2 million
1 year out -- 36%
10-11 months out -- 7%
8-9 months out -- 26%
6-7 months out -- 14%
4-5 months out -- 12%
2-3 months out -- 5%
• Profile of survey respondents
By show type
Association -- 54%
For-profit -- 41%
Corporate -- 6%
Average number of attendees at their largest show: 16,500
Total gross revenue
$500,000 or less -- 22%
$500,000-$1 million -- 13%
$1 million-$2 million -- 14%
$2 million-$3 million -- 15%
$3 million-$5 million -- 12%
More than $5 million -- 24%
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.
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