How Exhibitors are Boosting Business

How Exhibitors are Boosting Business IS YOUR STRATEGY According to the Center for Exhibit Industry Research (CEIR) 2012 spend decision ON TARGET? report, the importance of exhibits within the marketing mix has grown significantly since 2009. The reasons companies exhibit and their methodologies have shifted. The industry is changing and growing, and companies are seizing the opportunity. ceir GES . Digital strategies increased in importance. Global Experience Center for Exhibitlon Industry Research Channels Deployed Most Frequently Funding is on the rise. Ad Exhibit Allocation within Marketing Budgets Email marketing/ promotion Online advertising microsites Websites / Social media 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. 2009 2010 2011 The bump is appropriate considering that no other single marketing tactic garners as much attention or expectations for building business as exhibitions. MORE RESPONDERS MEASURE Key Measures of Success BiRand HA19%} Brand awareness {+1%} Qualified sales leads generated BRAND Sales closed after the show Existing customers met 1% AWARENESS 1% The importance of R & D is significantly elevated. Objectives for Exhibiting at B-to-B Exhibitions • 2010 • 2011 Spend per exhibition decreased. R&D Average spend per exhibition in 2011 vs. 2009 dropped four percent. However, some subgroups such as those who participate in fewer exhibitions spent significantly more. Launch/promote new products/services 4% Build product/company brand awareness Meet with existing customers Get the complete data, insights and analysis. Order the CEIR Report today at ceir.org/SpendDecision. Reach/identify new customers/sales leads The rise in research indicates the importance exhibitors place on understanding dynamic markets. O 2012 Global Experience Specialists, Inc. (GES)