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Tradeshow Exhibit Spending Trends

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GES and CEIR teamed up to understand how companies are spending their exhibit dollars, and how they measure success

GES and CEIR teamed up to understand how companies are spending their exhibit dollars, and how they measure success

Published in: Business, News & Politics
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  • 1. How Exhibitors are Boosting Business IS YOUR STRATEGY According to the Center for Exhibit Industry Research (CEIR) 2012 spend decision report, the importance of exhibits within the marketing mix has grown significantly ON TARGET? since 2009. The reasons companies exhibit and their methodologies have shifted. The industry is changing and growing, and companies are seizing the opportunity. Digital Strategies Increase Digitalstrategies increased in importance. Importance Channels Deployed Most Frequently Funding is on the rise. Exhibit Allocation within Marketing Budgets Email marketing / Online Websites / Social media promotion advertising microsites sites A substantial number of respondents integrate digital media into their exhibit marketing plan, but preferences as to which tactics differ. Most exhibitors pursue at least three of these marketing channels. The bump is appropriate considering that no other single marketing tactic garners as much attention or expectations for building business as exhibitions. Key Measures of Success { } Brand awareness { } Qualified sales leads generated Sales closed after the show } Existing customers met } } } The importance of R & D is significantly elevated. Objectives for Exhibiting at B-to-B Exhibitions R&D 2010 Spend per exhibition decreased. 2011 4 Average spend per exhibition in 2011 vs. Launch/promote new products/services 2009 dropped four percent. However, some subgroups such as those who % participate in fewer exhibitions spent Build product/company brand awareness significantly more. Get the complete data, Meet with existing customers Reach/identify new customers/sales leads insights and analysis. The rise in research indicates the importance exhibitors place on understanding Order the CEIR Report today dynamic markets. at ceir.org/SpendDecision.© 2012 Global Experience Specialists, Inc. (GES)

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