Growth forecast for online trade shows. (Eye on the Industry).

Trade shows--a key feature of many annual conventions--represent a significant source of nondues revenue for many associations. The fiscal contribution that trade show booth sales and registration fees make to an association's bottom line is underscored in Generating and Managing Nondues Revenue in Associations: A Benchmarking Guide, a recent ASAE Industry Research study that examined nearly 500 associations. Trade show registration and booth sales generate $70,000 on average, the study found. And for large associations--those with revenue exceeding $10 million--the bottom-line contribution can soar to as much as $2 million.

Most associations, however, have yet to implement online or virtual trade shows, with only 7 percent of associations reporting that they currently offer this. Online trade shows may offer several advantages to vendor, customer, and host association alike, including accessibility, reduced travel costs, and 24/7 availability. On the other hand, the loss of face-to face contact and networking may make it more difficult to provide live demonstrations, address specific questions or concerns about products or services, or negotiate prices that benefit all parties.

What does the future look like for online trade shows? According to the ASAE study mentioned above, about one third of associations are either now considering or plan to implement this service within the next three years. About 60 percent of associations have no intention of moving in this direction.

"Those associations that plan to incorporate online trade shows into their business plans are likely to do so as an added value or extension of existing face-to-face shows," says Amy Ledoux, CAE, president of Meeting and Conference Solutions, Inc., Annapolis. Maryland. "Exhibitors are making their buying decisions based on organizations that are incorporating technology to provide greater visibility for the exhibitor and accessibility to qualified buyers. Virtual trade shows help achieve those goals." Additional information about meetings, conventions, and trade shows may be obtained by calling 888-950-ASAE or 202371-0940 to order Generating and Managing Nondues Revenue in Associations: A Benchmarking Guide or visit ASAE's online bookstore at www.asaenet.org /bookstore.

Submitted by Steven Williams, director of ASAE Industry Research. E-mail. [e-mail].

ASSOCIATIONS THAT OFFER ONLINE TRADE SHOWS

Currently have              7%
Considering or evaluating  33%
No intention               60%

SOURCE: ASAE Industry Research, Generating and Managing Nondues Revenue
in Associations: A Benchmarking Guide (Volume 1).