Customer A major US based professional organization hosts two (2) major conventions on an annual basis; the annual meeting for all members and a smaller one focused on specific disciplines. Each event includes a trade show floor that attracts major suppliers to the industry. Challenge The organization offers an Exhibitor to Attendee Communication Program that enables a small number (10%) of the event’s exhibitors to purchase the right to send pre-show and post-show emails to the registered attendees. The program provides exhibitors with a vehicle to connect with potential buyers prior to them finalizing their…
Exhibitor Retention
At the IAEE Expo! Expo! tradeshow last week (December 9-11, 2014), we spoke with tradeshow organizers that struggle with the question of whether or not to allow their exhibitors to send emails to their attendees using the show’s registration list. Some have had terrible things happen with their attendee list, including one organizer, from a big show, that found out that one of their exhibitors was reselling the list. This is not uncommon. Offering access to the registration list helps selected exhibitors drive booth traffic, increases exhibitor ROI and thus retention rates. However, how do…
If your company hosts trade shows and exhibitions, exhibitor retention is a very important part of your strategic plan. The cost of exhibitor attrition is high with estimates from Competitive Edge placing the cost for a show with 450 exhibitors and a retention rate of 75% at well over $250,000 on average. The cost goes up dramatically if the attrition rate approaches 40% as in some events or if the departing companies are the large anchor exhibitors. Whatever the show organizer can do to enhance the exhibitor retention rate will have a significant impact on…