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.
Increased Trade Show Attendance Found in Survey