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CEIR Report: How Do Exhibitors Spend Their Marketing Dollars?

CEIR Report: How Do Exhibitors Spend Their Marketing Dollars?

From Trade Show News Network: In a series of special reports, the Center for Exhibition Industry Research (CEIR) recently released its latest one – “The Marketing Spend Decision.” This study profiled marketing channel spending of business-to-business exhibitors from small to large-sized organizations, across all exhibition industry sectors. More than 640 executives from organizations that exhibited at trade shows answered the survey.

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Ninety percent of those surveyed said the most important objectives for exhibiting are:

  • To reach/ identify new customers/sales leads
  • Build product/company awareness
  • Meet with existing customers

Six out of ten exhibiting companies used the number of sales closed after the show as a success metric. For most of these exhibitors–two-thirds– the sale needs to occur within six months following the event to be counted towards the ROI of that exhibition.

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Findings indicate that the business-to-business exhibition channel was the marketing channel of choice among brand marketers who include this channel in their marketing mix. In 2013 and 2014, this channel captures more than 40 percent of marketing dollars.

Median spend per exhibition in 2014 was estimated to be $20,000.

Data suggested the industry continues to recover from the economic downturn. Exhibitors are slowly adding exhibitions. In 2014, the median number of exhibitions participated in was five, an increase from four in 2013, and is projected to remain at five in 2015.

Roughly 70 percent or more of all exhibitors used the same booth size as in the previous year. Only one out of ten increase their booth size and less than 10 percent decrease their booth size.

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