Coupon Profitability & Consumer Shows Amber Viehauser

Overview Change in coupon offer affects bottom line  $1.00 off coupon  $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? MNIANCTotal Admission Price $10$8$7 Coupon Used 73%66%62%67%

Survey Results Where did you get your coupon? Total Online45% RV Dealer22% Newspaper17% Direct Mail14% Magazine1% 1%

Survey Results How did you hear about the show? Total Past Attendee 28%* Radio21% Newspaper16% Television12% Friend10% RV Dealer7% Direct Mail6% Online4% Magazine2%

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 Always10% Sometimes30% Never60%

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?