Exhibitor: Executive Summary

Overall Satisfaction
For the most part, ICAST exhibitors were pleased with the 2003 Show. Nearly 30% of respondents indicate they were “Very Satisfied” with the show and 58% indicated they were “Satisfied” for an overall satisfaction level of 88%.

Attendance
Exhibitors were also generally satisfied with show attendance. 15% of respondents indicated they were “Very Satisfied” with the number of buyers and 51% indicated they were “Satisfied” for an overall satisfaction level of 66%. Only 5% were “very dissatisfied.”

Satisfaction with the quality of the buyers was higher. Nearly 23% of respondents indicate they were “Very Satisfied” with the quality of buyers and 65% indicated they were “Satisfied” for an overall satisfaction level of 88%. Less than 4% were “very dissatisfied.”

Reasons For Exhibiting
Introducing new products was the number one reason indicated for attending the show, with 91 % of exhibitors indicating this was very important or important. 93% of respondents indicated the show delivered well or extremely well in this area.

Gaining new retailers was rated as important by 90% of exhibitor respondents. However, only 47% indicated that the show delivered well in this area and only 4% indicated it delivered extremely well. This would appear to be an area needing attention.

Supporting ASA—It is gratifying to note that 88% of respondents indicated that supporting ASA was an important reason for attending the show. While this is rarely reason enough for a manufacturer to attend a trade show it nonetheless shows strong affinity for the association.

Industry Breakfast
Twenty-one per cent of exhibitor respondents indicated that they attended the Industry Breakfast. Our experience suggests that the overall attendance at the Breakfast is encouraging. Further, of those who did attend, 71% rated the program as good (47%) or excellent (24%). There were a significant number of comments suggesting a “more themed” Keynote Speaker. It is our view that your Industry Breakfast is a solid, well-received event that can be further refined and capitalized upon.

More Retailer Attendees
More than 80% of responding exhibitors agree (31%) or strongly agree (52%) that ICAST would benefit by having more independent retailers at the show. Only 10% are undecided and less than 2% strongly disagree. This would appear to be a powerful exhibitor endorsement of efforts to attract more retailers to ICAST.

Along similar lines, 77% agree (40%) or strongly agree (37%) that larger independent retailers have sufficient staff to allow participation in the show and that they should be targeted as attendees at ICAST 2004. This is discussed further under Recommendations.

Venue
It is clear that Las Vegas is a popular trade show venue and 62% of responding ICAST exhibitors feel that all future ICAST shows should be scheduled for Las Vegas, while 28% disagree and 10% were undecided.

On the option of holding most shows in Las Vegas but moving to an alternate venue every few years, 31% agreed while 41% disagreed and 28% were undecided. While a decision based on pure numbers would suggest every show in Vegas, shows that adopt such a policy can experience a decline in attendance. This is discussed further under Recommendations.

Summary
The survey responses from exhibitors, buyers and media who attended ICAST 2003 were very positive. It provided valuable input and data on which to make future show decisions and to base future marketing and communications strategies.

The poor response from prospective attendees (those who did not experience ICAST 2003) was disappointing. In our view, this underscores both the challenge and the importance of communicating the benefits of ICAST. Such communication might begin with aggressive distribution and promotion of the results of these surveys—and the actions that will be taken as a result.