Does Event Size Still Matter?

Cathy Breden of IAEE “took me to the woodshed” because of my recent comments on the accuracy of the CEIR Index.

So be it. I can take criticism, I welcome contrary views, and I ordinarily would not even revisit the issue.

However, I want to reiterate that the ultimate point of that blog post was not the challenges that CEIR faces with its Index, but the reluctance of the events industry to share accurate information…with anybody. The fact that there are perceived problems with the CEIR Index is just one symptom of an industry-wide conundrum.

With the opportunities provided today by data analytics, it is so much easier for show organizers to make the case for themselves with potential attendees, sponsors and exhibitors. And the opportunities have little to do with who has the biggest showfloor, the most attendees or even the most revenue.

They have to do with whether a particular event is the one that will benefit a specific attendee or exhibitor.

Does size matter in the events industry? Is it really important to have more square feet of exhibit space or more attendees than any other trade show in your industry sector?

Probably not.

The events industry has changed drastically in recent years. Those metrics, still in favor by many, were significant in an age when the value of a product was directly proportional to its size. Trade shows were where people went to sell big things – machines, tractors, giant servers, furniture, etc. – and the more space you took up, the more effective you were at selling those things.

Things of value today…not so big. In fact, there are products of great value that have almost no physical presence at all! At best, those trying to pitch them can use their trade show booth to demonstrate something that nobody can see or hold in their hands.

Those old metrics also stem from a time when the trade show floor was – and stop me if you’ve heard this one before – the best place for buyers and sellers to connect.

It is no longer the “best” place in every case. People with stories to tell and products to sell have many, many ways to communicate with potential audiences. The event is just one of many marketing channels available to them.

The opportunities for engagement and community are what makes an event valuable today, not the size of its exhibit hall or the number of people in the aisles.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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