Tip 63: 5 Attendance Promotion Tips

• Take a holistic approach to attendance promotion—the direct mail piece is only 10% of the total effort needed.
  
• A successful show brings the right number of qualified attendees to the show floor. Work on all three elements and you will have a very profitable event.
  
• If you manage the expectations of your exhibitors, you will not need to produce huge numbers of warm bodies. Under promise and over perform.
  
• Rule of Thumb: budget $50 per verified attendee for all marketing expenses. This is for direct costs only and does not include staff salaries.
  
• Be sure the community of interest is large enough to support your show. On average, 1% of the community (or universe) will come to the show.