Transcript No change - University of St. Thomas

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
Admission
Price
$10
$8
$7
Coupon
Used
73%
66%
62%
Total
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?