Report: Why Exhibitions Lose Attendees

The top three reasons that people decide not to attend an event are an inconvenient location, expense of the event and inconvenience of days the event takes place, finds a new report published this week by the Center for Exhibition Industry Research (CEIR).

Titled “How to Stop Attendee Loss,” the report examines the top factors that place exhibitions and events at risk for low attendee attrition.

“Among 18 possible reasons for deciding not to return to an exhibition or avoid one altogether, the top ranked factors speak to the importance of assuring that an event offers the best location and time of week for the prospective target audience,” CEIR explained in a press release. “Also, the prospective attendee must feel that there is enough value for the expense to invest one’s time and funds to attend.”

Although the top three reasons attendees skip events have to do with time, location and money, the fourth reason has to do with content.

“Interestingly, the fourth-ranked reason speaks to the content, which can tip the decision from a ‘no’ to a ‘yes,’” CEIR said. “Assuring that the content meets the prospective attendee’s needs is a key strategy to apply when attracting attendees to an exhibition or event.”