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Article: The state of the trade show. (Trends).(Inside the Storm: Facing the Challenges to Trade Show Attendance)(Brief Article)
- Article from:
- Association Management
- Article date:
- June 1, 2003
CopyrightCOPYRIGHT 2003 American Society of Association Executives. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A report on trade show attendance released in December 2002 by Frost Miller Group, Bethesda, Maryland, and Jacobs, Jenner Kent, Baltimore, proved to be so thought-provoking that the two organizations are gleaning more information from the survey on which the report was based.
One of the findings revealed in the new material: The more successful events have a greater focus on content and emphasize targeted marketing initiatives such as VIP programs, online planning tools, loyalty programs, and special educational tracks. "In other words, planners don't just take the audience for granted," says Bob James, ...