This Week's Herman Trend Alert

They Know Not
What They Do

 

  The Herman Trend Alert

September 4, 2002

Convention Attendance Shifting Designs

Have you noticed that there are fewer people on exhibit hall floors at conventions lately? Not surprisingly, with the big numbers of mergers and acquisitions, there's a smaller base of buyers and sellers. According to Skip Cox, President of Exhibit Surveys in Red Bank, New Jersey and Wayne Jacobs of Jacobs, Jenner & Kent in Baltimore, there's been a 30% decrease in traffic density on show floors. US companies that sent employees to an average of 4.8 events in 1995 now allow an average of only 1.6.

Due to the combination of fewer attendees and higher exhibit costs, many companies believe their return on exhibition investment has evaporated. This belief moves them to "invest" in fewer trade shows. It's an unstoppable downward spiral.

While people may spend less time in exhibit halls, they are participating in more educational sessions.

Top executives give two principal reasons for going to conferences: Networking and staying on the leading edge. The Cox and Jacobs study found that networking was the deciding factor in whether people would choose to attend a show. Savvy planners are responding with longer breaks between sessions for networking time.

Expect to see increased networking opportunities specifically designed for attendees to interact with each other when the exhibit hall is not open and no educational sessions are held. It is paradoxical that the way to take care of exhibitors is to offer attendees more time away from them. The secret will be to add more floor hours to benefit exhibitors as well. In fact, some associations have already taken the latter step.

Another interesting development is that attendees feel less compulsion to go to an event every time it is held. This fact has led to what is called "attendance churn," when companies send different attendees each year. This phenomenon results in greater difficulty attracting the highly prized "power buyer."

Some exhibitors have already chosen to put more of their limited sales and marketing dollars into private events, spending less on elaborate exhibits that have not yielded an appropriate ROI. We expect that trend to continue.


© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3547 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."

WHEN ONLY YOUR OWN WILL DO: CUSTOM EMAIL SOLUTIONS
When off-the-shelf list management software simply doesn't cut it, now you have someone to call. The brilliant fellow who created the Herman Trend Alert's custom distribution system can create a custom solution for you, too! Even multiple languages are no problem. Call Byron at Databack at (503) 312-1879 or email him at bklunz@databack.com.

DO YOU HAVE THE NEXT BIG PRODUCT OR SERVICE?
If so, you will certainly want to apply for an Edison Award for innovation. Numerous categories of awards to win. Hurry, the early bird deadline for entries is October 4th. http://www.edisonawards.com/Nominations.php Enter code "HermanAlert" for a 20% discount on the nomination fee. Apply Today.

EMPLOYERS: GET HELP FINDING THE SKILLED TALENT YOU SEEK
Year-over-year listings on VetJobs.com, the largest military job board, are up. The reason is simple. Veterans make great employees. They are dedicated and hard-working and many have advanced skills. Call 877-838-5627 or email info@vetjobs.com. Mention Trend Alert and receive a 10% discount on your first listing.

To read this Herman Trend Alert on the web: http:// www.hermangroup.com/alert/archive_10-1-2014.html


Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 subscribers in 87 countries, including other websites and printed periodicals. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service. Click here to sign up for the Herman Trend Alert.


Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts

                                                                                                                                                                                                                                                                                                                                                                         


[ Home About Products Resources Media ]

 

7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3547
Toll Free in US & Canada: 800-227-3566
E-mail: info@hermangroup.com


  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.