…
The remaining fact sheets sharing key findings from the Changing Environment of Exhibitions Study were released at Expo! Expo! IAEE’s Annual Meeting & Exhibition.
CEIR Research Director Nancy Drapeau, PRC notes, “The overall findings from this study indicate that business-to-business exhibitions are an integral part of a company’s marketing mix today and will continue to be so in the near term. We hope organizers use the results from this study to help in planning efforts aimed at assuring exhibitions are in line with what exhibitors are striving to achieve.”
Drapeau presented key findings from this study and was joined by veteran exhibition organizer Chuck Schwartz, CEM, Chairman of ConvExx and SEMA exhibitor Scott Poncher, CEO and President of ReadyLift Suspensions, Inc., at an education session held at Expo! Expo! Schwartz and Poncher shared their insights as to what this research means to their organizations and what actions they plan to take moving forward in light of these trends.
Schwartz says, “These findings affirm that business-to-business exhibitions continue to be a medium that is hard to beat when done well. Organizers can never rest on their laurels. To succeed, they need to work hard on each edition. They need to make sure they are bringing the right buyers and sellers to the show, keep content fresh, invest in efforts to bring in new buyers and sellers every year.”
He continues, “This study points to the fact that companies are using more marketing tactics than ever before. Companies have choices. Looking to the future, organizers need to hand hold exhibitors, help them manage and control costs. We are no longer just in the business of bringing visitors to the door, we need to help exhibitors succeed in bringing visitors to their booths We also need to integrate digital media that makes sense for our audiences for marketing, along with continued use of other conventional marketing tactics that make sense for our industries, such as print advertising or direct mail.”
Poncher says, “Exhibiting at SEMA is a major event for our company. We use this event to showcase our new products for the year and the opportunity to promote our brand to the industry. We invest in a highly professional booth that attendees can walk through, that enables them to touch and feel our product displays of automotive parts and speak with the technical staff behind the product line. We also use high profile celebrities to draw traffic to our booth. This approach meets company goals with substantial lead generation.”
Further Insights on Where Business-to-Business Exhibitions Deliver Value
Fact sheet 3: Marketers Find Exhibitions an Essential Marketing and Sales Tactic
Fact sheet 5: Exhibitions Valued to Access Hard to Reach Industry Sectors
Fact sheet 8: Exhibitions Foster Business Relationships
Fact sheet 9: Use of Exhibitions and Direct Sales Channel
Profile Characteristics on Exhibitors in General and Frequent Exhibitors
Fact sheet 7: A Positive Outlook of an Industry or Company Linked to More Frequent Exhibition Activity
Fact sheet 10: Profile of Companies Participating in More Exhibitions
Background on the Study
On 10 November 2011, The Center for Exhibition Industry Research (CEIR) announced the release of results from The 2011 Changing Environment of Exhibitions Study which explores how the exhibition industry is evolving and provides key market insights on opportunities and threats.
Findings document the current and planned use of the full array of available marketing, communications and sales tactics; positioning of business-to-business exhibitions in this mix; current high priority marketing and sales objectives and perceived value of using business-to-business exhibitions to achieve them; as well as the factors that drive the decision to exhibit or pull out of an exhibition.
CEIR’s online research library available at ceir.org offers industry professionals an array of tools to assist in the planning and marketing of exhibitions for organizers, exhibitors and suppliers. Industry trend data is also a trusted source for press, consultants and the financial community.
This initiative is funded by grants from the Exhibition Industry Research and the MPI Foundation.
Methodology: The data for this study was obtained from an online survey of marketing executives across industry sectors who are involved in marketing and promotions decisions, including deciding whether to exhibit at exhibitions. Target companies included those that exhibited in at least one business-to-business exhibition in the past two years. A total of 298 executives participated in this study.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
![[PR] PR_Ascott and Vimut Hospital_2024](https://www.traveldailynews.asia/wp-content/uploads/2024/04/PR-PR_Ascott-and-Vimut-Hospital_2024-400x265.jpg)
