> On Site Rising Exhibiting Costs Place New Premium on Efficiency By Susan A. Friedmann, CSP There is good news in the world of That’s the good news. The bad news is tradeshow research: According to a that the rising fuel, energy, and transportarecent study by Exhibit tion costs that are EXHIBITOR’S EXPENDITURE Surveys, an industry impacting every sector PER TRADESHOW ATTENDEE research group, a considof the economy have $275 erable number of new not skipped over attendees are coming to tradeshow exhibiting. $250 tradeshows. At the same Overall, the cost per time, 39 percent of attenattendee has risen dees report that their buynearly 20 percent. A $225 ing decisions are favortypical exhibitor is ably influenced after spending $261 per $200 viewing a company’s attendee that they ‘06 ‘07 ‘08 exhibit. speak with—a number Planner’s Workshop that is up 15 percent over the last two years. The question then becomes: How do you ensure that your exhibitors get the most out their participation? It is no longer sufficient to simply generate a positive ROI. They need to ensure the maximum ROI possible in order to justify these spiraling costs. Here are the top four ways your exhibitors can get the most out of your tradeshow: EMPHASIZE PRE-SHOW PROMOTION Pre-show promotion is the single most important determining factor in generating show traffic. If your exhibitors want to have a lot of people, particularly people who are likely to be interested in their products and services, they need to make a concerted effort to reach out to them before the show. 1 • Please your LEFT and RIGHT brain. think RALEIGH.
Table of Contents for the Digital Edition of Successful Meetings - September 2008