Once again, the Exhibit Surveys organization, via their research, has extended insight into just how healthy the average show is. The recent CEIR report “First Time Attendees vs. Seasoned Attendees” (ACRR 1105.08) offers statistics which can be used by show organizers to evaluate the ratio of the attendee population and see where they are in terms of being healthy.
Skip Cox, President of Exhibit Surveys, reports that a ratio of one-third new attendees to two-thirds seasoned attendees demonstrates that a show is healthy. Skip adds that the group of first timers typically learns about a show via word of mouth or other viral marketing efforts. So it is vital that shows evaluate how they can stimulate this viral component and gather new masses for their show. The brand loyalty factor can be ascertained in a show by the number of return attendees, which are normally two-thirds of a show’s audience.
Show organizers in particular can use these numbers as a measuring stick to determine whether their shows are performing in line with other shows across the industry. If an organizer’s show seems to be under-performing, then an assessment needs to be made to see how marketing efforts can impact either side of the equation.
Exhibiting companies can view these same statistics and make a value judgment – for example, if 39 percent of the audience is a return visitor – how drastically does a booth need to be modified to maintain a fresh image? When minor modifications are made, an exhibitor could experience welcome cost-savings.
CEIR’s ACRR series of reports were created to do exactly this: to aid show managers and exhibitors in benchmarking their show’s performance as well as substantiate exhibition participation. Have these reports assisted you in your show development?
