Costs

In the March 2003 issue of Convene, the Professional Convention Management Association's 12th Annual Market Survey reported that marketing and promotion account for 10 percent of event expenses.

Compare this figure to the amount that you are spending to promote your event. Are you spending enough?

As an example, a conference of 1000 attendees charging $500 per registration will generate $500,000 in revenue. Using the industry average of 10%, a total of $50,000 would have to be allocated towards marketing the event. An amount equivalent to $50 per attendee.

As each event has its particular context, the above should be considered as guidelines.