Issue link: https://tradeshowexecutive.epubxp.com/i/65565
FEATURE IN A WHITE PAPER TITLED, Winning Exhibitions Strategies in 2015 and Beyond, presented at the Society of Independent Show Organizers (SISO) CEO Summit in April, Rankine suggested that show producers should define exhibitor value by measuring total visitor time (TVT = Number of Visitors x Visitor Time at the Show x Visitor Quality). He argues that TVT has been in long-term structural decline since as far back as 2000 while marketing dollars spent on exhibiting have been increasing. Between 2000 and 2008, TVT per exhibitor dollar dropped 28% (see chart below). While the industry saw some improvement from 2008 to 2010, this measure of exhibitor value remained 16% below 2000 levels in 2010. So what does this mean for your organization? Trade Show Executive talked to Rankine about AMR's new insight into measuring value and how show producers can use it to grow their events in the near- and long-term. Increasing Visitor Time "Te good news: TVT per dollar is not the only measure of value," said Rankine. "Visitor quality is a fundamental value driver." Obviously, one simple option for increasing visitor quality is through a segmented marketing strategy that includes messages targeted to specific high-quality audiences. Organizers must also focus on maximizing visitor time and the proportion of visitors who return, he said. New marketing segmen- tation and attendee productivity Continued on page 44 1 2000 TOTAL VISITOR TIME (TVT) IN U.S. (COMPOUND ANNUAL GROWTH RATE, 2000-2015) (1.3)% 2008 2008 2 12 10 80 8 60 6 8.9 4 2 $bn 2000 2001 2002 2003 2004 2005 Total Exhibitor Spend (LHS) 2006 2007 2008 2009 2010 20 0 8.6 8.5 8.7 8.9 9.7 10.3 11.0 11.1 9.7 9.1 40 (2.8)% 2010 2010 Sources: Exhibit Surveys, VSS, FKM, AMR International analysis EXHIBITOR VALUE & TOTAL EXHIBITOR SPEND (U.S. MARKET, 2000-2010) Exhibitor Value (RHS) Index 2000 =100 (0.7) % 2015 Sources: VSS, Exhibit Surveys, AMR International analysis 42 May 2012 | Trade Show Executive QUALITY VISITOR