When Publishing Events was commissioned to produce the exhibition guide for an event in the sports and leisure sector, advertising yields on the publication were low.
Most of the advertising had been sold to the 300+ exhibitors at the event at less than half the standard rate card cost. The client (a membership association) also felt the show guide had been poorly laid out, and were frustrated because they had had to spend much time each year proof-reading the exhibitor entries because the copy given to them had contained numerous errors.
Ninety five per cent of exhibitors believe that it is important, or very important, that ‘a quality event should be represented by a quality event guide’, independent research has shown.
And most exhibitors say a high quality event guide either might – or definitely would - make them more likely to buy a stand at an exhibition.
Other findings from the research, which was conducted on behalf of Publishing Events by research firm Vivid Interface, included:
- 66% of exhibitors say a poor quality event guide either might, or definitely would, nega...