Determining Exhibitor ROI At B-to-B Tradeshow Events
BPA Worldwide has just released their whitepaper on a research study they conducted “Determining Exhibitor ROI At B-to-B Tradeshow Events”. With the current economic environment, companies will be more selective in which shows they exhibit. This is a must-read for exhibition organizers working on exhibitor retention and the value proposition of a trade show.
The study has three main objectives:
1. Determine the key ROI drivers for event exhibitors
2. Determine extent to which a detailed audit report of verified attendance including demographic data (or lack thereof) would compel or impede exhibitors to add an event to their plan
3. Determine extent to which exhibitors hold show organizers accountable for delivering on promises of audience quantity and quality
KEY FINDINGS
First and foremost, it is clear that the number of tradeshow and event attendees has decreased in the past decade. In fact, 40% of the survey respondents indicate that traffic to exhibits has decreased in the past year (2008).
That point is further backed by data from Exhibit Surveys, Inc. that shows “traffic density” (the theoretical number of people who could have occupied every 100 square feet of paid space for the duration of an exhibit) has shown a consistent downward trend to approximately 2.3 attendees in 2007 from a high of over 3 a decade earlier. However, ESI reports “audience interest factor” (the percentage of attendees who stop, talk or acquire literature at exhibits) has increased significantly to near 80% in 2007 from an interest factor of around 50% during the same period above.
These statistics state a clear case for event audit data. While overall attendance may be down at tradeshows, organizers can show that quality is being sustained, i.e. the key buyers and decision-makers continue to attend events in spite of the overall decline in attendance (those not attending were of lesser value to exhibitors).
To download the full report – go to BPA Worldwide website here
