Using the information given we can use this to give an accurate customer/visitor profile.

Event Production Show

Trevor is the Managing Director of ‘All Events Ltd’,  his company typically organises corporate and private events but his interested lie in the events management and entertainment markets with an interest in live acts also. He organises around 7 events a year and typically spends under £100,000 annually, Trevor has final purchase responsibility for ‘All Events Ltd’.

TCR Show

Ivan is a 34 year old Male Triathlete, he’s raced before and now typically enters 2 big races a year, his household income is around £80,000 and on average he spends £1500 on kit each year.

The TCR Show’s customer profile figures are not directly accessible on their website however one of their 3 main sponsors, Tri247.com’s customer profile is accessible and as both TCR and Tri247.com’s site target the same people, we can therefore assume that TCR’s customer profile is as follows. The following figures are from a sample of 3,000 people taken from the Tri247.com sign up process.

Not unsurprisingly the profile is largely male dominated, however the extent of the dominance is surprising. With males over triple that of females, the difference in number is almost certainly due to male and female event preferences, males are generally more likely to want to sign up to such a site and visit events like the TCR show where as women are more likely not too. This was indicative of the event itself which was largely male dominated in visitor profile.

The age group of triathletes is again not hugely surprising, the largest age group is the 25-35 bracket followed by the 36-45 group, the former using such a sport as a means to compete competitively where as the latter using the sport to keep fit.

The sport of triathlon is very accessible and for all non-elite events anyone can enter any event, therefore the difference between the intermediate and advanced experience levels of the triathletes sampled is certainly due to the ease of competing at regional level. The profile of the advanced and beginner level is also highly predictable of this type of site and of the TCR event, people in these groups are likely to want to learn where to start (for the beginner triathletes) or how to get that last bit of performance out of their body (for the advanced athletes), both groups largely supporting themselves with no support from sponsors or medical/training staff, and so wanting to get the best deals possible for their money.

The breakdown of number of races entered each year is quite surprising, however when cost of entry and transport is factored into the season, the sport can become very expensive. However, 44% of those sampled raced in 5 races or more, which in itself is not hugely surprising. If we look back at the 27% of beginners from the ‘level of triathlon experience’ graph, this is a very similar number to the ’1-2 races’ group, and so this figure is as expected.

This last graph in conjunction with the information below is the most surprising of all of the profile. 51% of those sampled have a household income of  between £75,000 and £150,000 with 6% over £150,000. Whilst Triathlon can be a bottomless pit of money if you want it to be, the sport is very accessible for people with less money, however from the figures shown it is clear that although this is the case, 73% of those sampled having a household income of over £50,000 and so the customer profiled generally has more money.

Sport Specific Spending

54% spend more than £250 a year on swimming products.

62% spend more than £1000 a year on cycling products.

38% spend more than £200 a year on running products.

Tri247 Profile

“The triathlon market is made up of active, affluent professionals, who rely heavily on the internet for work, communication and the planning of their social lives. The demographics of triathletes are almost unique compared to other sports – the sport requires focus and a drive to succeed and triathletes are continually searching for products that will not only give them the edge but will also enhance their distinct image as a triathlete. This constant striving for better performance, coupled with their strong buying power, results in triathletes being some of the most proactive new technology adopters in sport.”

Customer Profile

Gender: Male

Age: 25-35

Level of Experience: Intermediate

Races a Year: 1-2

Household Income: £75,000-£100,000

Annual Spend;

Spends more than £250 a year on swimming products.

Spends more than £1000 a year on cycling products.

Spends more than £200 a year on running products.

On 6th October, I registered for the “Event Production Show” which takes place at Olympia, London on the 2nd and 3rd February 2010.

The show is for people in the Events Industry and as the shows website explains;
“When you organise an event, you only have one chance to make the right impression. The Event Production Show brings together over 200 suppliers offering the latest innovations, technologies and advice.”

Initial Impressions

The site is good and makes it clear that it’s a trade show, however it also looks like they welcome most people and so aren’t exclusive in terms of attendees, this event is free to attend over both days.