New research from the Center for Exhibition Industry Research (CEIR) and George P. Johnson Experience Marketing (GPJ) suggests that corporate brand marketers and exhibition organizers are using a broader array of digital media to add value to their exhibition marketing investments and create richer experiences for their audiences. Co-produced by The Jordan Edmiston Group and with the support of the Event Marketing Institute, this report was created to help the exhibition industry, brand side exhibitors and producers of exhibitions…
New research from the Center for Exhibition Industry Research (CEIR) and George P. Johnson Experience Marketing (GPJ) suggests that corporate brand marketers and exhibition organizers are using a broader array of digital media to add value to their exhibition marketing investments and create richer experiences for their audiences.
Co-produced by The Jordan Edmiston Group and with the support of the Event Marketing Institute, this report was created to help the exhibition industry, brand side exhibitors and producers of exhibitions make better decisions about deploying digital, social and virtual media as crucial components of modern exhibit portfolios, the Digital + Exhibit Marketing Insights 2010 report is available for download at www.ceir.org. Now in its second year, this unique research program confirms that trade show professionals are leading the charge to integrate digital into nearly every aspect of pre-show promotion, onsite interaction and post-event sales fulfillment.
“Exhibition marketers have been increasingly leveraging digital media to enhance the value of their events, facilitate partner networking and promote their products and services,” said CEIR Executive Director Cathy Breden, CAE, CMP. “However, this data suggests that a much deeper and broader change is sweeping the exhibit marketing industry, with players at every level making a real commitment to digital adoption.”
Key findings from this year’s research include:
- 72 percent expect to have a digital event strategy in place by the end of 2010
- 44 percent intend to build up their own internal digital marketing talent and capabilities
- Digital media use includes online ads pre-event, SMS onsite and RSS/content downloads post-event
- 78 percent believe that digital marketing increases exhibition marketing effectiveness
- 40 percent of respondents indicate that up to 10 percent of their exhibition budget is spent on digital
“Trade shows and related exhibit marketing campaigns are a key source of revenue for brand marketers, and digital, social and mobile communications are proving to be a rapid-deployment toolset that can improve results and ROI,” said GPJ Senior Vice President of Program Strategy/Worldwide, David Rich. “Having experience marketing strategy with a well thought out digital component, digital strategy, and the system in place to refine it on an ongoing basis, is a crucial aspect of trade show marketing planning and leadership, especially in terms of developing creative ideas, messaging and brand experiences that move the needle.”
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