Potential Attendee: Executive Summary

There was a disappointing response to the Potential Attendee survey. Only 13, or 2.6% of the 500 potential attendees surveyed returned a survey.

Responses are summarized later in this report—for information only. The response sample is obviously too small on which to base any conclusions or recommendations.

If the decision is made to actively promote ICAST to these independent retailers, a second, more focused survey to determine potential attendee interests and concerns is recommended.

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.