Coupon Profitability & Consumer Shows

Amber Viehauser

Overview

Change in coupon offer affects bottom line 2005 - $1.00 off coupon 2006 - $2.00 off coupon

No change in attendance or coupon usage

Loss in revenue

Overview

AGI Events - Consumer Show Producer Majority of its 35 shows through acquisition

Previous owners all had different coupon philosophies

80% of consumer show producers offer discount coupons

Coupons Affect Bottom Line

RV Show example Gross Gate Revenue: $190,436 Value of Coupons Redeemed: $15,579 Percent Lost: 8%

Company Goal

To create a company-wide standard for coupon offers

Research Question

Are coupon incentives a profitable way to increase consumer show attendance?

Methodology

Survey administered at: Minneapolis RV, Vacation & Camping Show North Carolina RV & Camping Show Iowa RV & Travel Show

150 respondents (50 per show) Nine-question survey Respondents received Woodall’s Directory

Survey Results

Did you use a coupon when purchasing a ticket to attend the show?

MN IA NC Total

Admission Price

$10 $8 $7

Coupon Used

73% 66% 62% 67%

Survey Results

Where did you get your coupon?

Total

Online 45%

RV Dealer 22%

Newspaper 17%

Direct Mail 14%

Magazine 1%

Email 1%

Survey Results

How did you hear about the show?Total

Past Attendee

28%*

Radio 21%

Newspaper 16%

Television 12%

Friend 10%

RV Dealer 7%

Direct Mail 6%

Online 4%

Magazine 2%

Survey Results

How likely would you be to attend this show without a coupon?

92% Likely to attend

Survey Results

Do ticket prices affect your decision to attend this show?

Total

Always 10%

Sometimes 30%

Never 60%

Key Findings

Respondents were likely to attend the show without a coupon

The majority of coupons redeemed are coming from online

Attendees are coming to the show annually Ticket prices generally don’t affect decision to

attend the show

Answer to Research Question

Coupons are not a profitable way to increase consumer show attendance

Recommendations

Value of $1.00 coupons Advertising value Database value Tracking value

Offer $1.00 off coupons in non-controlled environments

Recommendations

Continue to test other offers through direct marketing Test offers to consumers in target

demographics who have not previously attended the show

Research Application

Denver Show Example Changed coupon offer Increased gate revenue

Questions?