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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Close-up with Laura Howard, CMO, ECI Telecom
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TSEA survey shows reduced booth traffic
Exhibitors encouraged by consistent number of qualified leads still attending
Erin Biba
Story posted: January 19, 2009 - 6:01 am EDT
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A recent survey of exhibitors revealed that a large percentage of trade show booths have seen a drop in traffic over the last year—with as many as 40% of respondents noting a drop at their booths.
The online survey, “2008 Event ROI Study: Research Findings and Implications,” conducted by BPA Worldwide, a media and event auditing company, for the Trade Show Exhibitors Association (TSEA), asked 444 event exhibitors in November and December how traffic patterns at their booth had changed over the past year. Forty percent of respondents said that booth traffic has decreased, with 22% reporting an increase and 38% noting traffic had stayed the same.
While the implications of this drop in traffic on the surface may seem a cause for concern, especially considering the ongoing recession, greater analysis of the results led the TSEA to a different conclusion.
“The response from our members was that a lot of the influencers and administrative people who used to tag along with the decision-makers are not attending shows,” said David Brull, director of marketing and membership at the TSEA. “But the true decision-makers are still attending.”
If you look more closely at the numbers, Brull said, the survey shows that, though traffic is down, exhibitors are still generating the same number of leads. “They are still getting similar results even though there was less attendance,” Brull said. “[TSEA is] an exhibitor as well. Attendance is definitely down. But the last show we did ... people were coming by our booth. We had quality leads from that show.”
“The [40%] number sounds scary, but it's misleading,” Brull said.
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TAILOR MESSAGES
Ann Pennino, exhibit manager at Praxair Inc., a company that provides atmospheric and specialty gases and high-performance coatings, agreed that, though the numbers may seem dramatic, they are not necessarily surprising.
“This has been a trend that I have witnessed for the last couple of years,” Pennino said. “With more demand on everyone's time, only those critical to an attendee's buying plan will attend the show. Our first show of 2009 is being held later this month, and we'll see what impact the economic downturn will have not only on the attendance but on the show itself. We'll make the necessary adjustments, if any, to our program.”
The implications of falling traffic for exhibitors, Pennino said, is that marketers will need to look carefully at their trade show branding and better target messaging toward customers and prospects. “Exhibitors have to be more prepared than ever to reach their customers and potential customers,” she said. “Messages need to be clear and concise; booth staff needs to be aware of the goals and objectives; and lead follow-up plans must be in place prior to the show.”
Brull also encouraged increased preshow planning initiatives. “What you need to be doing is spending about a week or two before the show—before people actually leave work—on [a marketing plan] that will catch their attention. You can't just show up for a show and expect that people are going to show up at your booth. Between 50% to 75% of people preplan what booths they are going to before the show.”
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EXHIBITORS STILL OPTIMISTIC
Although 40% of exhibitors noted reduced traffic to their booth, they said they still intend to travel to the same number of shows next year. When asked about their previous and upcoming trade show mix, 63% of exhibitors said they had attended more then five events in the last 12 months. Over the next 12 months, 62% said they intend to exhibit at more than five events.
“The biggest thing I saw is that people are still participating at near 2008 levels,” Brull said. “Yes, people are cutting back, but in general the trade show industry is going to be just fine.” M
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