TSNN Launches Research Division; First Report Focuses on Attendee Marketing Best Practices

July 13, 2016

Would you want to know what hundreds of other show organizers running all sizes of association and for-profit shows are doing to lure attendees to their events? What’s working for them and what’s not?

For the first time, TSNN is developing a series of unique research and benchmark reports tailored to the needs of convention and exhibition management leaders being offered through the new TSNN Research Division.

The studies analyze attendance marketing – which is the first report available: Attendee Marketing & Audience Development Trends & Best Practices Study – as well as 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.

“It has always been our goal at TSNN to not only be the top news source for the trade show industry, but also to provide the data and research needed for show organizers to run their events successfully,” said Rachel Wimberly, TSNN’s president and editor-in-chief.

She added, “We are thrilled to be partnered with Michael Hughes and Access Intelligence/EMI to develop this exclusive series of reports. They are known for their high-quality and in-depth research, and we are confident the reports will be extremely valuable to the show organizer community.”

Michael Hughes, managing director of Research and Consulting with Access Intelligence/EMI, said, “The goal of these studies is to provide benchmarks and best practices covering the most important show management areas including audience development and communications, the attendee experience, exhibitor sales and operations to help both associations and for-profit event management groups make important decisions.”

He added, “What's also new will be the regular study updates to stay on top of rapidly accelerating trends and track changes over time.”

You can purchase individual study reports, or become a subscriber and receive the complete series of studies and other exclusive benefits.

Annual Subscription

The annual subscription to receive all six studies and additional exclusive content and value is $1,850. Please fill out the form HERE to order. See exclusive added value below.

Single-Copy Sales

You can order single-copy reports for $495 each (order below)

Must-Have Research Data & Analysis from TSNN & Industry Experts

The reports provide benchmarks and best practices studies based on surveys of a wide-range of convention, exhibition and conference producers.  

The Reports include:

Attendee Marketing & Audience Development Trends & Best Practices Study – how show producers are driving high-quality, new and repeat attendees along with the most effective cutting-edge technology and social media practices. Buy

Attendee Experience Trends & Best Practices – enhancing the on-site experience is one of the top priorities for show producers; this study quantifies and analyzes critical trends to make your shows even more valuable to attendees.

Convention & Exhibition Management Financial Statistics  This study provides must-have, detailed revenue and expenditure benchmarks broken out for associations and for-profits, and by event size; use these unique metrics and ratios to improve your decision making.

Exhibitor & Sponsor Sales & Marketing Trends & Best Practices – one-of-a-kind study on how top event producers are working with exhibitors and sponsors to add value and drive revenue.

Event Technology Trends & Future Outlook – the pace of technological change is unprecedented and accelerating; use this data and analysis to stay ahead of the curve.

Convention & Exhibition CEO Survey – The View from the Top; a new study of the key issues impacting leaders of top exhibition management companies, including strategy, M&A, growth outlook and other key areas.

The reports will be published throughout 2016 and into 2017.

Value & Benefits:  Insight for Critical Decisions & Strategic Planning

The reports provide unprecedented value and benefits to your entire team, including:

·         Unique and in-depth benchmarks broken out for associations and for-profits.

·         Easy to understand and use data and trend reports to help with key business decisions.

·         Best practices insights with recommendations on how to be effective.

·         On-going annual studies to track trends.

·         Access to new ideas.

·         Succinct commentary on what is happening in the industry and the outlook; not only the data, but what it means.

Annual Subscribers Receive Exclusive Added Value

Full program annual subscribers receive additional content and services as part of the subscription:

·         First-look access – subscribers will get the report about two weeks before others can purchase.

·         On-call access to report authors/research analysis to discuss the findings – up to a total of one hour of phone or email time per report.

·         Primary benchmarks also provided in an Excel file format upon request.

·         Upon request by subscribers, one PowerPoint developed covering key insights from one or more of the studies with up to 25 slides.

About the Studies

The reports are based on surveys of thousands of leading event producers conducted each quarter. Each report is 25- to 50-pages. The formatting is vivid and easy to read with a focus on charts, graphs and data tables.  The text analysis focuses on key insights. Each report includes a key insights summary, full survey findings with text analysis, insight sidebars, charts, graphs and methodology statement. The reports breakout all of the findings for associations and for-profit organizers. Other data break-outs and cross-tabs are provided to add depth and value to the analysis.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.