Making sound, fact-based decisions is critical toward growing attendance at tradeshows and other events, according to a new study by Exhibit Surveys Inc.
Exhibit Surveys, a provider of research, measurement and consulting services exclusively for the exhibition and event industry, has announced a white paper focusing on tradeshow and exhibition-attendee growth is available on its website.
Originally prepared for the 2013 Exhibition and Convention Executives Forum, “Keys to Developing and Attendee Growth Strategy” was authored by Jonathan “Skip” Cox, CEO and president, Exhibit Surveys, and Hal Vandiver, president, F. Hal Vandiver and Associates Inc.
The white paper asserts that establishing market potential for current or new attendee segments is the foundation for making sound, fact-based decisions when developing a targeted strategy for growing attendance, launching a new event, valuing a potential show acquisition or simply selecting the best event location.
Some events are very vertical and have a specifically defined and directly accessible universe of attendees. If the event has multiple market segments or the potential to add new segments, then being able to identify these segments and define their size and value is the first step in determining potential for growth and prioritizing attendee targets for prospect marketing.
Celebrating 50 years in business, Exhibit Surveys specializes exclusively in conducting research, measurement and strategic consulting for the exhibition and event-marketing industry. The company has conducted primary research on more than 5,000 exhibitions and events and more than 10,000 individual exhibits in all major segments of commerce on six continents. Its clients represent all segments of the event industry, including exhibition organizers, exhibitors, private event organizers, suppliers, CVBs and convention facilities.