Pictured: the SEMA Show (Specialty Equipment Market Association) is taking place on Nov. 1-4 at the Las Vegas Convention Center; New Report Examines Benchmarks & Trends of Shows with 125,000+ nsf
“Seven out of ten large shows report their shows are not only growing, but growing faster than the year before,” said Sam Lippman, president, Lippman Connects, in announcing the 2016 Large Show Report. “In the face of economic volatility, large shows are proving that process improvement and innovation is rewarded by the marketplace,” he added.
The new study of benchmarks and trends among shows with 125,000-plus net square feet of exhibit space is a joint effort of Exhibit Surveys, Inc. and Lippman Connects. The annual report is produced in connection with the Large Show Roundtable event.
Overall, the report cites strong year-to-year growth in all areas for large shows:
- 76 percent report more exhibitors;
- 73 percent report a rise in net square feet;
- 66 percent say sponsorship sales are growing;
- 61 percent report growth in the number of attendees.
Despite attendee growth, attendee acquisition continues to be rated the most difficult challenge. Not surprisingly, large shows are leading the way in embracing emerging digital marketing technologies. For example, the report finds more than half (55 percent) have deployed digital re-marketing in attendee marketing campaigns.
The Large Show Report also examines exhibit sales, sponsorship sales, and the executive perspective. A two-page Executive Summary is free to download from www.lippmanconnects.com/resources.