The Center for Exhibition Industry and Research
has released How to Stop Attendee Loss, a new report providing insights on the key factors that contribute to attendee retention and loss. Some 421 delegates were asked to select their three top reasons why they decided not to attend an exhibition, out of 18 possible scenarios.
An inconvenient location was the top-ranked culprit for the decision not to attend, cited by 60 percent of respondents. In second place, 43 percent of respondents named budgeting concerns, followed by 29 percent who cited scheduling conflicts.
"Meeting planners need to keep close to their attendee base and make sure they're delivering on those basic issues of convenience, location and timing," said Nancy Drapeau, research director for CEIR.
The next most prevalent reasons: educational offerings that did not meet their needs; concerns about time out of the office; not enough value for the money, and someone else in the organization was already planning to go.
"Not enough exhibitors" and "irrelevant product offerings" were the eighth and ninth reasons cited. According to Drapeau, this doesn't mean planners should neglect building a diverse exhibit floor, but rather that attendee priorities might lie elsewhere.
The full report is complimentary for IAEE members or $49 for nonmembers on CEIR's website.