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Survey: Trade Show Organizers Spend More to Build Attendance
2/2/2005
According to the third annual AttendTrend survey of trade show organizers conducted by Frost Miller Group and Jacobs Jenner & Kent, organizers spent on average from $28 to $80 to acquire an attendee in 2004 and saw across-the-board increases in their attendee-acquisition costs.

According to the survey, on average, organizers of shows under 25,000 net square feet spent $28 to acquire an attendee in 2004, a 22 percent increase over 2003; of shows up to 50,000 NSF, $16, a 23 percent increase; of shows up to 100,000 NSF, $32, a 14 percent increase; of shows up to 250,000 NSF, $80, a 13 percent increase; and of shows over 250,000 SNF, $50, a 9 percent increase.

Conducted by telephone, the survey polls 500 major tradeshow organizers throughout North America. Complete survey findings will be released in February.

Since 1992, Bethesda, MD-based business-to-business agency Frost Miller Group has provided branding, marketing research, strategy, graphic design, copywriting, Web development, public relations, and media planning and placement. More information is available at www.frostmiller.com.

Maryland-based Jacobs Jenner & Kent is a full-service marketing research and consulting firm established in 1980. Its recommendations are based on primary research using qualitative and quantitative methods, including focus groups, in-depth personal and telephone interviews and self-administered mail studies. The company has clients in trade show and association management, high technology, finance, healthcare and consumer products. More information is available at www.jjkresearch.com.


Contact:
nkerl@exhibitoronline.com


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