When a 52% Increase in Attendance Isn't Enough - Any Ideas?

Usually, a show manager would be ecstatic with a 52% increase in attendance in one year. 

But for one of my clients, that's not enough.  And with two weeks to go until the event, I'm at a loss for coming up with a miracle.

Here's the scenario:  The client had a small conference and exhibit in an industrial niche that had drawn about 400 paid attendees the past two years.  This year they had a goal of nearly doubling their exhibitor participation (done) with a corresponding doubling of their attendance (only 52% of the way there).

Part of their strategy was to launch a second co-located conference in a vertical that has a bigger attendee universe than the original show.  There would be no real distinction between exhibits for the two events but the number of sessions would double. 

The original event was backed by two client-owned publications which contributed most of the advertising and mailing lists.  The new event is backed only by a new e-newsletter.  About 1/2 the budget for this year's event went for purchasing 3rd party lists and fractional ads in other publications.

While registrations have increased by 52%, the average sale is down - from $895 to $671, resulting in only a 14% year-to-year increase in revenues.

I've done everything I can think of.  I created a viral early in the cycle that brought in twice as many inquiries as last year's total attendance.  I created a free exhibit pass program (it's $50 to see exhibits without the free pass) that has tripled exhibit-only registration.  I had them change up from two mailings of the same brochure to doing an earlier pre-con and two mailings of the full brochure with different covers. 

Everything appeared to be working according to plan until the pre-registration discounts ended a couple of weeks ago.  Then registrations almost stopped cold.  It's just been a trickle since then.

For April we're doing weekly emails, and have bought/bartered banners and text ads and enewsletter sponsorships with several leading publications.  We've also contacted relevant local association chapters to have them publicize the event to their members.

For the final push I've created editorial for them to go in regional business press this week.  We're firing away email blasts to large companies to encourage them to send teams.  We're also targeted every plant within 200 miles of the venue.

Yet it all looks like it won't be enough.  I need to come up with a couple hundred attendees this week and next, even if it's just for the exhibit hall.  The new conference doesn't seem to be pulling its weight and the original event may well have maxed out its drawing potential.

If you've got some wild-ass idea on how to fill the exhibit hall (with qualified attendees, natch) at the 11th hour, I'm listening.  Drop me an email, rich at westerfieldgroup-dot-com.

The conference opens in 13 days.