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| Ruth Failer, Certified Trade Show Marketer |
Happy New Year
Trade Show Trends
BREAKING NEWS: New CEIR Report on Trends in Use of
Exhibitions Points to Resiliency
DALLAS, 8 November – Today, the Center for Exhibition Industry Research (CEIR) issued the fifth report from The Role and Value of Face-to-Face Interaction Study Series titled Trends in Use of Exhibitions. This report provides a snapshot of the use and motivations for attending and exhibiting at business-to-business exhibitions. This 12-page report provides an in-depth look at attendee and exhibitor use of exhibitions, including frequency, reasons for participating and projected use in the near future.
CEIR Research Director Nancy Drapeau, PRC, said, "Attendee and exhibitor practices today, as well as their expected participation in the near-term, points to the resiliency and enduring value of business-to-business exhibitions. Despite economic challenges and alternative marketing options, these professionals use and value exhibitions and plan to do so in the next two years."
Key findings of note:
Attendee results:
- When comparing attendance to business-to-business exhibitions and private events, attendees favor exhibitions. They attend an average of 3.4 exhibitions annually compared to 2.6 private events.
- Results suggest attendance will continue to grow in the next two years. Six out of 10 attendees will go to the same number of exhibitions as they are attending today while 23 percent plan to attend more.
- The search for new products continues to be the primary driver to attend (80 percent).
Meet expectations: Choose the right show
Meet expectations: Choose the right show
It was 80 degrees in Pasadena, California in January for the Rose Parade and Rose Bowl. An influx of people pack up their belongings and move to the land of sunshine after attending these events or watching them on TV. Based on a single beautiful warm sunny day they make the assumption that their life will be better by moving to Southern California.
Making the decision to exhibit at a show should be based on more than a first impression from learning the total number of people who attend that show. It is important to know who is actually visiting the show: are they your customers, and especially the potentially profitable ones?
These are some of the considerations in making this determination:
- Attendee demographics
- Exhibitor attendance
- Buying season of your customers
- Conflicting shows
- Trends and market growth in your industry
- Your past experience
- Show costs
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| Ruth Failer, Bronze level, CTSM |
If your objective is to have a positive Return on Investment from trade shows, then choose your show based on solid information. Extensive research before the show can save you from pouring resources into a show that will not reap rewards.
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