The Blank Badge: Turning Missed Attendance Into Event Growth
Why Your Members Want to Attend — But Can’t — and How Your Association Can Bridge the Gap
This isn’t another event playbook — it’s a wake-up call for associations and trade show organizers.
Based on data from more than 750 association professionals, this study uncovers why your members don’t make it to your annual meetings, expos, and conventions — and what your organization can do to reverse the trend.
Why This Report Matters to Association-Driven Trade Shows & Conventions
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Uncover the real barriers. Workload, travel approvals, and shrinking professional budgets—not interest or content—are the true forces holding your members and attendees back.
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Challenge your assumptions. Most associations believe they “know” their members. Few actually measure what prevents them from stepping onto the show floor.
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Think strategically, not tactically. This isn’t about more emails, new apps, or flashier sessions. It’s about reframing who you’re selling to — the decision-makers who control travel, time, and training dollars.
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Speak the language of leadership. Equip your team with data-backed ROI proof points and employer-facing messaging that resonate in the boardroom, not just the marketing inbox.
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Protect your exhibitor ROI. Every absent attendee is a lost buyer. This research helps you build more predictable attendance pipelines and stronger business cases that drive renewal, retention, and confidence among exhibitors and sponsors.
Who Should Read This Report
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CEOs, Executive Directors, and Board Members who must connect event outcomes to mission and revenue
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Trade Show & Conference Directors responsible for exhibitor satisfaction, buyer engagement, and attendance growth
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Membership & Marketing Leaders ready to shift from “selling to members” to “winning over their managers”
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Sponsorship and Sales Teams aiming to stabilize exhibitor ROI through stronger audience performance
Attendance isn’t an attitude problem — it’s an access problem.
Download your free copy now to arm your association with data, insights, and new strategies to boost attendance, deliver exhibitor ROI, and make your next event unmissable.
