You can have the greatest sales people in the world, but their efforts are worthless if you are not producing quality attendees on the floor. Unfortunately, too many shows suffer from what we call "Attendance Deficit Disorder."
Are you spending the appropriate amount on your promotion effort? According to a recent survey of SISO (for profit) firms, their average promotion cost per net registered attendee is $33.65, or 11% of the total show revenues.
Spending more than this? Could be OK provided you achieve your goal - one association spent 17% this year but increased attendance by 30%. Spending less but achieving your attendance goal? Be happy! Spending less, but not getting the attendance you want? Increase your spending to an appropriate level but spend on the right things. Stay tuned for more on smart attendance promotion.