New data
from Lime Venue
Portfolio (LVP) has shown that roadshows are driving meetings and events
performance across its properties.
Enquires
for roadshows, a type of marketing activity that involves travelling to
multiple locations to promote a product, service, or brand, at LVP properties have doubled in
the first quarter of 2024, amounting to 16 per cent of total enquires.
In its recent Meeting of the Future research, Lime
Venue Portfolio identified a trend of decentralising traditional meeting formats, in favour of reaching audiences through multiple events in
different locations.
The
trend also speaks to the wider habit of organisers looking to add ‘locality’
into their events and choosing venues with a natural affinity to the area.
“First
and foremost, it’s absolutely brilliant to be reporting positive numbers coming
back across our business,” said Jo Austin, sales director at Lime Venue
Portfolio. “2023 was a brilliant year for many, and there was nervousness that
2024 would run dry, this data shows that for Q1 and into Q2 growth is
continuing.”
“We’re
also particularly buoyed by the performance of roadshows and conferences across
our group,” added Auston. “These are excellent events with high returns on
engagement from audiences because they both exploit the locality of the event
and add to the convenience for the delegate. If that isn’t enough, our
customers will be delighted to see that lead times have lengthened slightly.
This is also really important, it affects quality and return on investment, but
also the wellbeing of the people who run the events. This is really positive
data and long may it continue.”
