Trade Show Dominance All associations actively maintain a trade show committee, making trade events a cornerstone for member engagement and revenue (see Figure 6). Trade show revenue in 2023 showed encouraging growth, underscoring the importance of the events as the financial backbone of regional associations. “By elevating attendee and exhibitor experiences, expanding networking opportunities and creating more impactful sponsorship packages, associations can amplify trade show success,” Bhat says. “Focusing on trade shows as a top priority will ensure continued growth and solidify their role as a reliable and essential source of revenue.” Membership (85.7%), special events (85.7%) and communications/marketing (85.7%) are also widely engaged committees (see Figure 7), emphasizing a strong focus on attracting and retaining members while enhancing visibility. Two-thirds of associations have a professional development committee, and 57% have a legislative/advocacy committee. “Partnering with PPAI could amplify these efforts by providing regional associations with resources, industry insights and unified advocacy support, enabling associations to influence policy issues that impact the promotional products industry,” Bhat says. Only 14% of associations have a volunteer/leadership development committee, presenting a growth opportunity for strengthening leadership pipelines and volunteer engagement. Corrigan is deputy editor at PPAI. Figure 6 Figure 7 Figure 8 2011 2012 2013 2014 2015 2016 2017 2022 2023 698 708 648 638 772 777 766 593 619 613 648 546 511 579 650 577 484 476 Average Median Membership Trade Show Professional Developement Special Events Communication/Marketing Volunteer/Leadership Development Legislative/Advocacy 85.70% 66.70% 85.70% 85.70% 57.10% 14.30% 100% Must Read | Regional Associations 66 • JANUARY 2025 • PPAI
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