This Week's Herman Trend Alert

Cut the Fat to Lose More Weight

  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 To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

To find the translation for Tikkun Olam for last week's Herman Trend Alert, I went to Google Translate. Not surprisingly, it was not a great translation. Actually Tikkun Olam means "repairing the world". Special thanks to reader Jeff Rothman for this information. JLG

On March 1st, Joyce graduated from Clint Arthur's Celebrity Launchpad. Since then, she has made twenty-one appearances on local television stations, including Fox San Diego and CBS Las Vegas. In a couple of weeks, Joyce will start a new TV Media Tour with her new segment: How Soon Will You Be Replaced By a Robot? (coming soon to a television station near you) You can see most Joyce's appearances on her travel website at You can do it, too! If you sign up for Celebrity Launchpad, you will qualify for a free coaching session from Joyce in your chosen area. Launchpad's are held monthly, but space is limited. For more information, call Joyce at 336.210.3548.

Look no further than A fraction of the cost you will pay for domestic hosting. For more information, email Expect to be surprised and pleased.

Both Joyce Gioia (our author) and her husband have benefited from taking micronized purple rice. Joyce's husband, a cancer survivor, is in better health today than before he was diagnosed with Stage 3B colon cancer. He has seen his Stage 2 KIdney Disease improve significantly---his doctor just dismissed him for six months and his cancer marker (CEA) lab tests show the lowest in his life at 3.8 (5.0 and under is considered normal; labs available upon request). Joyce has personally experienced hair regrowth and the fading of spider veins, along with improved energy and other health benefits. To learn more about this remarkable supplement, call Joyce at 336.210.3548 or email her at

To read this Herman Trend Alert on the web: http://

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 people 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

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.