TSNN/SISO Research: What is on the Minds of Top For-profit, Association Show Organizers?

November 1, 2017

Leading a show from a top for-profit business-to-business exhibition company or an association with a sizable trade show is no easy task.

That’s why TSNN and Access Intelligence Research & Consulting recently partnered with the Society of Independent Show Organizers to take a deeper look into what current challenges leaders in the exhibition industry are facing.

The TSNN Research Report – “The Exhibition Management Leadership Study:  How SISO Members and Top Associations are Positioning for Growth and Innovation” - is the latest in a series of reports from TSNN and AI.

“SISO is happy to be working with TSNN on another research project for our members and the industry,” said SISO Executive Director David Audrain.

He added, “SISO members are extremely interested in opportunities for growth, and retaining talented staff is key to being able to grow our businesses. I am sure that the industry will find this information very useful.”

Among other findings, leading exhibition producers expect to see moderate to strong growth for their events business during the next year to year and a half.

Only 14 percent expect weak to flat or no growth during the next year to eighteen months. In short, the near-term industry outlook is good.

Organic growth of existing events is by far the top growth strategy – a significant 85 percent of exhibition producers selected this, followed by 58 percent selecting partnerships and 42 percent indicating new hires.

Exhibition producers are being somewhat cautious in terms of investment and risk taking. Most are focusing on their key events, and bolstering these events with partnerships and new hires.

Besides the overall health of the economy, the top risk to growth is considered to be exhibitors questioning ROI – both of these areas were selected by 50 percent of respondents.

It's a positive sign that no single risk or group of risk factors, besides the economy and exhibitor sentiment towards exhibitions (which is a critical issue), has been selected by more than four out of 10 of the respondents.

In the report, exhibition organizers also gave their thoughts on topics including new revenue sources and innovation:

“Added attendee experience sponsored show floor features including immersive technology showcase, and use of beacon tag technology for attendee traffic monitoring."

Industry areas where innovation is most needed:

"Customized individual attendee experiences, pre-show, in-show and post-show."

And, among other topics, biggest opportunities:

"Trying to capture data, and making good use of it."

The TSNN Research Report Series were launched last year for suppliers and organizers in the industry o have valuable at their fingertips on managing conventions and exhibitions with recommendations on how to be effective.

The studies analyze attendance marketing, exhibitor and sponsorship sales practices, detailed event management financials, technology, and other key areas in-depth. The studies provide need to have data, metrics, ratios and insights.

For more information on how to buy past reports on Attendance Marketing, Exhibit Sale and Sponsorships or Event Technology, please visit HERE.

To order “The Exhibition Management Leadership Study:  How SISO Members and Top Associations are Positioning for Growth and Innovation”, please go HERE.

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