The recession has changed attendees behavior and priorities. It is time to re-examine your audience make-up and preferences.
Industry Insights
By Michael Hughes
During the recession, exhibitor budgets were reduced more than travel, training and event attendance budgets. In fact, show producers have seen positive attendance trends. Consider the overall convention and trade show attendance grew by three percent in 2010 and show producers collectively expect five percent growth in 2011, according to surveys by Expo/Red 7 Media.
Still, attendance was down by close to 10 percent in 2009, some events have not rebounded, and attendees and buyers have clearly changed their behavior. Some shows may only see modest attendance growth in 2011 following the more dramatic rebound last year.
Here’s how exhibitors and event producers have seen attendance behavior change:
- Smaller buying teams, but those that attend have more purchase authority.
- Registering closer to the event.
- Shorter event visits
- Looking for more content and information’
- More cost conscious, looking for discounts and deals.
Here are some of the top reasons why attendees typically attend shows:
- Keep up-to-date with changing industry trends.
- See new products, equipment, technology and services.
- See or participate in product demos.
- See products first reviewed online.
- Maintain and build relationships and network.
- See existing suppliers, and compare competing products and company teams.
- Make purchases.
- Access education and training
For your attendance marketing stress how not attending can hurt future company performance. This may include:
- Not being up-to-date on industry trends can be lethal in a fast moving industry.
- Not seeing all suppliers and products can cause “buying mistakes”,
- Missing the ability to compare the staff quality at different suppliers.
- Missing out on sow deals and discounts
- Being “out of sight, out of mind” with key industry players.
Exhibitors also need to understand how attendees are changing and how they should respond. Booth staffers need to know that attendees are busier and probably have a set agenda for the event. This means they don’t have as much time to spend in the exhibit. Exhibitors need to make an impressions and add value faster. Events are becoming more important in the middle of the buying process as buyers need to “touch and feel” products on show floors and access people behind the brands.
Michael Huges is managing director, research and consulting at Red 7 Media, parent company of EXPO
