The next two years should see growth in the global exhibitions industry, according to a new report by the Center for Exhibition Industry Research (CEIR).
The report released today and titled “Trends in Use of Exhibitions” is the fifth from CEIR’s “The Role and Value of Face-to-Face Interaction Study Series.” The 12-page report provides a snapshot of the use and motivations for attending and exhibiting at business-to-business exhibitions. The report also gives an in-depth look at attendee and exhibitor use of exhibitions, including frequency, reasons for participating and projected use in the near future.
“Attendee and exhibitor practices today as well as their expected participation in the near-term point to the resiliency and enduring value of business-to-business exhibitions,” said Nancy Drapeau, research director, CEIR. “Despite economic challenges and alternative marketing options, these professionals use and value exhibitions and plan to do so in the next two years.”
Among attendees polled, survey results indicate:
• When comparing attendance to business-to-business exhibitions and private events, attendees favor exhibitions and attend an average of 3.4 exhibitions annually compared to 2.6 private events.
• Attendance will continue to grow in the next two years, and 60 percent of 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 motivator for attendance with 80 percent of those polled citing it.
Among exhibitors polled, survey results indicate:
• Some 78 percent of exhibiting companies participate in more than two exhibitions each year with a median of five per year.
• A modest rebound driven by companies adding events to their schedule will continue in the next two years.
• Driving business growth is the primary reason exhibitors plan to add more exhibitions in the near-term.
CEIR’s Role and Value of Face-to-Face Interaction study series examines the long-term value of face-to-face marketing and exhibitions in light of major economic fluctuations and the influx of technology and alternative-marketing tactics, including digital media. More than 9,000 attendees and 800 exhibitors participated in the initiative. The study was made possible by a grant from the Exhibition Industry Foundation.
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position.
