Archived White Papers

Keys to Developing and Attendee Growth Strategy

July 2013
By Jonathan “Skip” Cox, CEO and president, Exhibit Surveys, Inc. and Hal Vandiver, president, F. Hal Vandiver and Associates, Inc.

Establishing market potential for current or new attendee segments is the foundation for making sound, fact-based decisions when developing a targeted strategy for growing attendance, launching a new event, valuing a potential show acquisition or simply selecting the best event location. If the event has multiple market segments or the potential to add new segments, then being able to identify these segments and define their size and value is the first step in determining potential for growth and prioritizing attendee targets for prospect marketing.

Download


Understanding the Strategic Elements for Success of the Larger Exhibition: A Case Study of NAB Show

August 2012
By Skip Cox, CEO, Exhibit Surveys and Chris Brown, Executive Vice President, National Association of Broadcasters

As the National Association of Broadcasters event (NAB) strides into its 90th birthday healthy and strong it serves as a classic example of how sound planning strategies can maintain the ongoing integrity and value of an exhibition serving a wide diversity of technologies, audiences, and marketing sectors.

Download


Healthcare Conventions Adapt, Maintain Value

December 2011
By Jonathan “Skip” Cox

New realities, priorities for Healthcare exhibitors going forward. A White Paper based on data provided by the Healthcare Convention and Exhibitors Association and Exhibit Surveys, Inc.

Download


Exhibitions Must Deliver (even more) Value to Exhibitors in the Post Recession World

June 2010
By Jonathan “Skip” Cox

Four Questions Show Organizers Need to Ask Themselves

Last year we discussed interim strategies as we looked ahead to when the recession would bottom out and begin its ascent into recovery. That time is now here, as GDP and other economic activity has trended up in Q1 2010 and most projections point to modest, but sustained economic growth ahead.

While this is encouraging news, the negative effects of the past recession also revealed industry vulnerabilities remaining to be addressed. Going forward, the new reality for our industry is that the post recession world of exhibitions will probably evolve to be quite a bit different in scale and scope from the business-as-usual world of the past, presenting us with new challenges to solve, as well as the need to prove, new and more relevant levels of value to our exhibiting constituency.

Not only that, but to some degree we must actually lead exhibitors into the process of understanding and exploiting the unique value components that exhibitions offer. Ultimately, we must learn the language, and relate to the mindsets, of our ultimate customers the CMOs who allocate the budgets that represent our revenue streams. To that end, we propose four questions that organizers should be asking themselves in a recovering economy and the new challenges it brings.

Download


Looking past the recession: Exhibition strategies for the interim

July 2009
By Jonathan “Skip” CoxCox, CEO Exhibit Surveys, Inc.

Exhibitions are down, but far from out. Real time findings from the current recession indicate cause for optimism, including sustained audience quality levels. Also, even though exhibitor budgets are down and will likely trail the recovery, the perceived value of exhibitions as a marketing tool not only remains intact but is enhanced in terms of its role within the vogue of experiential marketing. While discernment of the depth, duration, and breadth of this recession is still difficult, metrics that track the health of the industry and the economy show hints of a turnaround that may begin late this year. In the meantime there are strategic moves the industry can employ, particularly in terms of its key constituencies, as it rides out the storm so it may exploit the coming recovery period from a position of strength.

Download


Fish in a Barrel, or Filling your Nets? Proprietary Events vs. Exhibitions in the B2B High-tech Industry

August 2008
By Ian K. Sequeira, Executive VP

Proprietary events provide specific, quantified, benefits in key performance categories that are important to the constantly morphing world of high-tech. This performance data compiled over high tech events, amplifies the issue of choices in terms of setting event-mix strategies. Explore how the unique benefits of B2B exhibits and experiential marketing remain as the most effective means to accomplish market reach and penetration, to develop new customer acquisition, and to build positive brand awareness and equity.

Download


The Unique Value of Exhibitions In Accelerating the Sales Process

June 2006
By Skip Cox, CEO/President of Exhibit Surveys

Exhibitions and events accelerate the sales process faster than any other media or form of direct marketing. That's a bold claim, but it's measurable and therefore provable. So wouldn't it make sense for the exhibitions and events industry to position and market events to take dvantage of this unique strength?

Download


Not Your Father’s Exhibition: Partnering With Your Anchor Exhibitors

May 2004
By Skip Cox, CEO/President of Exhibit Surveys

The value that anchor exhibitors represent to exhibitions is well understood by organizers. A good representation of leading companies as anchors are an indication of the health of the exhibition, they enhance the image of the show, they are of value in attracting attendees and other exhibitors, and they are (or should be) a resource to organizers in determining the direction, strategy and programming of the show.

Download


Measuring Exhibit Results

May 2003
By Skip Cox, CEO/President of Exhibit Surveys

Exhibit programs are under increased pressure to measure results. Extensive research over the years has proven that participation in industry exhibitions is successful in accelerating the sales process, but ultimately management wants to know what was "our," return on investment. Today's management is focused on ROI for all functions of business, and exhibitions are no exception.

Download


Exhibitions from the Inside Out: Basic Principles for the Successful Exhibition or Convention of the Future from the Perspective of Attendees and Exhibitors.

May 2003
By Skip Cox, CEO/President of Exhibit Surveys

The value of exhibitions and conventions over the last few years has certainly been brought into question. Significant structural changes are taking place in the buying and selling process of many industries making it difficult for some shows to attract enough qualified attendees and to remain relevant to their marketplace. The perceived ROI from exhibiting is lower for a number of reasons including reduced traffic density at some shows and rising costs relative to value received.

Download


Growing Your Event in a Rapidly Changing Business Environment

June 2002
By Skip Cox, CEO/President of Exhibit Surveys

The sluggish economy and 9-11 have had a strong negative impact on attendance and exhibit and sponsorship sales for most exhibitions and conventions. But as the impact of 9-11 subsides, and the economy picks up, will conventions and exhibitions return to the robust growth rates in revenue the industry has become used to in the 90�??s?

Download


back to top