Trade show producers are using the Web to expand their reach beyond live events—as you'd expect—but only about half are increasing revenue through the Internet, according to a new study from the Society of Independent Show Organizers, the Jordan, Edminston Group Inc., and Tradeshow Week.
A survey of more than 100 trade show companies found that a majority of producers use partner sites to connect to their communities, as well as offer online registration and interactive floor plans. The 54 percent of producers who are driving ancillary revenue through the Web are primarily doing so through banner advertising and directories.
Creating strong online communities is another hurdle for most producers. While 98 percent said it was important to extend the relationships beyond the event itself, only 11 percent felt they were doing so "very well." Tactics they are most open to trying include e-newsletters (78 percent) and magazines that are integrated with the shows (54 percent).
A survey of more than 100 trade show companies found that a majority of producers use partner sites to connect to their communities, as well as offer online registration and interactive floor plans. The 54 percent of producers who are driving ancillary revenue through the Web are primarily doing so through banner advertising and directories.
Creating strong online communities is another hurdle for most producers. While 98 percent said it was important to extend the relationships beyond the event itself, only 11 percent felt they were doing so "very well." Tactics they are most open to trying include e-newsletters (78 percent) and magazines that are integrated with the shows (54 percent).
