How Much Does it Cost to "Acquire" an Attendee?

How much does it cost to "acquire" an attendee? Interesting question, and one upon which the Frost Miller Group and Jacobs Jenner & Kent recently shed some light.

A few months ago the two marketing research firms released the results of a telephone survey of 325 show organizers in North America. The survey, part of a study called "Battling the Decline in Tradeshow Attendance," found that organizers of shows under 25,000 net square feet spend an average of $23 to acquire an attende

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