The events industry is fiscally centric, not customer centric.
observation — attributed to Mark Brewster
Brewster's diagnosis of the eight-to-twelve percent response rate ceiling is structural. Organizers spend the close of show chasing rebook conversations on the floor, not closing the customer feedback loop. The CFO sits in the room while the customer is already on the way to the airport. The survey is the last thing anyone sets up, often handed to a junior staffer with a template. Brewster calls this a fiscally centric culture, and contrasts it with the customer centric model Kastner runs at ELX. The thirty-to-forty percent response rates Brewster says are achievable sit on the other side of that cultural inversion.
For trade show and exhibition leaders benchmarking themselves against the industry-standard response rate. Useful as the diagnostic that explains why the ceiling sits where it does.
industry-culture, rebook, customer-centricity, response-rate