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 ...

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