How much does it cost to "acquire" an attendee? Interesting question, and one upon which the Frost Miller Group and Jacobs Jenner & Kent recently shed some light.
A few months ago the two marketing research firms released the results of a telephone survey of 325 show organizers in North America. The survey, part of a study called "Battling the Decline in Tradeshow Attendance," found that organizers of shows under 25,000 net square feet spend an average of $23 to acquire an attendee. For shows between 25,000 to 50,000 net square feet, the figure is $13; from 50,000 to 100,000 net square feet, $28; from 100,000 to 250,000 net square feet, $71; and for shows over 250,00 net square feet, $46.
These findings are part of a research effort to define best practices for trade show marketing, according to a Frost Miller press release. Copies of "Surviving the Storm" are available for $250, but free to qulified trade show organizers. Contact Bob James at Frost Miller Group, at bjames@frostmiller.com or call (301) 718-8512.
