Contact: Mary Beth Rebedeau FOR IMMEDIATE RELEASE
Phone: (708) 361-0900
Email: mbr@siso.org
www.siso.org
Tradeshows Managers Boost Revenues with Web and Digital Media
Survey Findings and Best in Class Tradeshow Web Sites Announced at
SISO Executive Conference in New York
New York, NY [August 6, 2007] – The Society of Independent Show Organizers (SISO), The Jordan, Edmiston Group, Inc. (JEGI), and Tradeshow Week joined together to create the first annual Tradeshow Web Site Project. This innovative research examined tradeshow management’s use of the web and digital media to create and extend relationships with their communities beyond traditional event hours.
The results of an in-depth online survey, and the Best in Class tradeshow web sites were announced at the SISO Executive Conference August 1-3 at the Sheraton in New York City. “This is a new, very exciting awards program and an important SISO member benefit,” says Mary Beth Rebedeau, Executive Director of SISO. The findings should encourage tradeshow managers to boost revenues by utilizing digital media and minimizing slow and costly paper-based methods of communication.
Survey Results
According to the survey results, with more than 100 participating tradeshow companies, including the large, global exhibition companies (dmg world media; Nielsen Exhibitions; Reed Exhibitions; United Business Media; etc.), a majority of tradeshow producers are connected to their communities via the web by links to partner sites. Additionally, many tradeshow producers are providing basic event services via the web, including online registration, interactive floor plans, etc.
However, only about half (54%) of tradeshow producers are driving ancillary revenue through the web, primarily via banner advertising and directories.
As it turns out, few tradeshow producers are creating communities through their web sites. Most (98%) feel it is important to extend their relationships with their communities beyond the event itself, but only 11% feel they are extending the relationship “very well.” To connect with their communities, tradeshow producers are favorable to e-newsletters (78%) and magazines (those that are integrated with their shows) (54%).
Challenges and Opportunities
The key challenges that are hindering tradeshow producers from extending their communities online include:
¬ Determining ROI;
¬ Developing compelling content;
¬ Driving traffic to web sites;
¬ Creating a strong revenue/cost model; and
¬ Having sufficient resources: time, people, and budget.
The key opportunities available to those tradeshow producers that can figure out how to extend their brands and relationship online include:
¬ Increasing booth and attendance sales;
¬ Building deeper relationships with community;
¬ Creating effective matchmaking and social networking;
¬ Driving new revenue streams and partnerships; and
¬ Targeting new participants.
Award Winners
To recognize those tradeshow producers that are successfully utilizing the web and digital media to extend community, SISO, JEGI, and Tradeshow Week honored the top five Web sites, chosen from more than 100 survey entries, as Best in Class at the SISO Executive Conference. dmg world media’s Ad:Tech web site (www.ad-tech.com) took the top prize, winning Best Overall honors. The judging committee, which included a strong mix of digital media executives and exhibition industry veterans, were impressed by the site’s exceptional exhibitor and sponsor video testimonials from the show floor on the homepage. Additionally, it was felt that the site was loaded with information and was user friendly, with links that “actually worked!”
Other award winners:
Best Ease of Navigation: www.interop.com
Best Online Community: www.superzoo.org
Best Use of Technology: www.ad-tech.com
Best Design: www.americanfilmmarket.com
Conclusion
The event industry has made considerable progress in its use of digital media technology to create community and drive ancillary and show revenue, but clearly the industry still has a long way to go to fully utilize the web and digital media to create community and extend relationships beyond traditional event hours. This survey and report are just the beginning of the effort behind this key topic, and we look forward to seeing how the industry has grown in this area from the results of next year’s survey and awards ceremony.
About SISO
SISO (www.siso.org) is an association designed to meet the common needs of CEOs and senior management of for-profit show producers to maximize their profit and potential by providing a place where the Presidents, Owners, and CEOs of for-profit show producer companies exchange ideas, share experiences, launch industry wide projects, and learn from each other.
SISO members produce over 3,000 events worldwide. Trade and consumer shows, focused conferences, and other face-to-face events are represented. Members run their own shows, as well as manage shows for others. The membership is a combination of large corporations and small entrepreneurial companies.
About JEGI
Celebrating its 20th anniversary in 2007, JEGI (www.jegi.com) is the leading investment banking firm serving the Exhibitions & Conferences sector. Since 2000, the firm has represented clients in transactions involving the sale of over 700 events, significantly more than any other firm. Events comprise B2B tradeshows/exhibitions, B2B conferences, consumer shows, association shows, and B2B and B2C custom events.
JEGI has represented major consumer and trade show owners, including dmg world media, Nielsen Business Media, Reed Exhibitions, and United Business Media, as well as private equity and entrepreneurial owners.
For more information, contact Managing Director Richard Mead (richardm@jegi.com) or Vice President Adam Gross (adamg@jegi.com) both at 212-754-0710.
About Tradeshow Week
For over 35 years, Tradeshow Week’s (www.tradeshowweek.com) mission has been to provide influential leaders and decision-makers in the global exhibition and convention center industry with timely news, analysis and research. Tradeshow Week seeks to engage opinion leaders and active members involved in all aspects of the exhibition industry through original stories and landmark research. Authoritative and research-driven, Tradeshow Week’s diverse portfolio of resources – industry leading weekly newsmagazine, four annual directories, website, events and research services – demonstrate its commitment to the exhibition industry and to the individuals actively changing the industry today.
Tradeshow Week is a member of the Variety Group, the media and entertainment division of Reed Business Information. For more information, contact Michael Hughes, Associate Publisher & Director of Research Services, at 480-483-4471 or mhughes@reedbusiness.com.
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Press Contact: For more information, contact Mary Beth Rebedeau at 708-361-0900 or email mbr@siso.org.