On Sept. 29, The Center for Exhibition Industry Research (CEIR) released “The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget,” a new research study based on a survey conducted among marketing executives at mid- to large-sized organizations that use business-to-business exhibitions as a part of their marketing mix.
Results from this study offer insight into how much of companies’ marketing funds are allocated on exhibition spending, what objectives marketers seek to achieve by using exhibitions and how they measure their return on investment from exhibiting.
The study offers a wealth of findings from exhibiting companies, including benchmarking data on average spend and evaluation of trends in recent participation levels from 2007 through 2009 and projections for 2010. Key findings also include the allocation of current and projected future exhibitor expenditures.
The study was conducted by Drapeau Research Services during July and August of 2009. Findings are based on 236 marketing executives’ participation in an online survey. Qualified respondents exhibited in at least one business-to-business exhibition in the past two years and have a minimum of $10 million in annual revenues.
CEIR members may download the study at a discounted rate of $60 at www.ceir.org. The cost for non-members is $99. An archived webinar featuring this new research is available at www.iceem.net.
