The fourth annual AttendTrend study reveals that planners believe "increasing first-time attendees" represents their No. 1 marketing challenge, compared to one year ago, when it registered fourth on their list.

"The finding confirms a widespread sense among planners that too many conventions and shows still resemble an 'old boys' network' and aren't attracting young blood," says Kevin Miller, president, Frost Miller Group, a Bethesda-based business-to-business marketing firm.

Last year's AttendTrend study indicated that "reaching VIPs" topped the list of planners' most daunting marketing challenges. That challenge has now dropped to their third biggest concern. "Increasing international attendees" remains the No. 2 marketing challenge cited by planners.

"The short- and long-term health of association meetings depends on how effective planners can become in promoting their events to the Generation X and Y professionals who are replacing the Baby Boomers," said Wayne Jacobs, president of marketing research firm Jacobs Jenner & Kent. "As the study shows, planners are facing up to this reality - and it's something that keeps them up at night."

Marketing Budgets
Attendance at association-owned meetings continues to grow as a result of increased marketing budgets. While an increased budget does not guarantee an increased end result, 49 percent of associations report that their attendance marketing budget increased in the past year - 6 percent more than last year.

Growth in associations' attendance marketing budgets is concentrated among the smallest events (those under 25,000 net square feet). Some of these events may be new launches, with budgets developed accordingly.

Most association planners are spending more to acquire attendees than they did a year ago. Mid-sized meetings (25,000 to 99,999 net square feet) show the greatest increase in spending. However, planners of small events (less than 25,000 net square feet) and large events (100,000 to 249,000+ net square feet) are spending slightly less than a year ago.

Marketing Challenges
 Association planners are turning their attention to attracting first-time attendees. While VIPs and international attendees remain a prime target, individuals new to their professions (or new to the world of meetings) have become planners' greatest marketing challenge. These professionals - who will eventually fill the shoes of today's attendees - have developed their own set of information resources, and meetings may not yet be at the top of their list. Therein lies the need and justification for increased attendance marketing budgets.

Marketing Mix
As it has since the first AttendTrend study was conducted in 2002, direct mail is regarded by all association planners as the most effective marketing vehicle for attracting attendees. But in a new development this year, direct mail's effectiveness in planners' eyes is most closely followed by that of e-mail. Also of note, association planners whose events are growing have increased their estimation of the effectiveness of nearly all parts of the marketing mix. Association planners are also starting to market their meetings closer in time to the actual event.

Growth Strategies
Association planners are placing ever-greater emphasis on improving their marketing strategies. While in this area their priorities haven't changed in 12 months, planners do rate each strategic consideration significantly higher than they did just a year ago. Planners are, in short, more mindful and appreciative of the impact that strategic improvements can have on attendance.

Strategies for the future include an increased use of CEUs/CMEs, show specials, and concierge services. Conducted by telephone each December, the annual AttendTrend survey polls 500 planners throughout North America. Complete survey findings are available at no charge at www.frostmiller.com.  

About Frost Miller Group Since 1992, Bethesda-based business-to-business agency Frost Miller Group (www.frostmiller.com) has provided branding, marketing research, strategy, graphic design, copywriting, Web development, public relations, and media planning and placement. Among its clients are the American Society for Microbiology, The Electrical Alliance, Freddie Mac Foundation, and the National Mining Association.

About Jacobs Jenner & Kent Baltimore-based Jacobs Jenner & Kent (www.jjkresearch.com) is a full-service marketing research and consulting firm established in 1980. Its recommendations are based on primary research using qualitative and quantitative methods, including focus groups, in-depth personal and telephone interviews, and self-administered mail studies. The company has clients in trade-show and association management, high technology, finance, health care, and consumer products.