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The Center for Exhibition Industry Research (CEIR) has announced the release of the first report in its newest series providing insights from marketing leadership at organizations in North America.

Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs takes a close look at the image of the business-to-business (B2B) exhibition channel among heads of marketing, those who are at the helm of decisions that shape the strategy and efforts for their organizations’ most urgent marketing and sales objectives.

This report assesses how perceptions are the same and different among heads of marketing at organizations that use the channel and those that do not. It offers statistics to promote the power of B2B exhibitions as an effective marketing medium and uncovers areas of opportunity to expand awareness of the channel. This report also examines what to address in B2B exhibitions to enhance their value and relevance to brand marketers moving forward.

“Study findings indicate the B2B exhibition channel enjoys a strong image among heads of marketing, whether they are actively using the channel today or not,” says CEIR Vice President of Research Nancy Drapeau. “Sixty-four percent or more of heads of marketing agree the channel is effective for achieving multiple high priority marketing and sales objectives.”

“These results signal the importance of aligning an event’s offerings with what brand marketers are most looking to achieve,” addsd CEIR CEO Cathy Breden. “Keeping a pulse on the high priority marketing and sales objectives of prospective exhibitors, and delivering content that helps them hit these goals is an event organizer’s key ingredient for success.”

CEIR’s Head of Marketing Insights Series is made possible through funding from the Society of Independent Show Organizers (SISO). “Understanding what heads of marketing think about the B2B exhibition channel is critical to the health and viability of the channel,” said SISO Executive Director David Audrain. “SISO is proud to underwrite this important initiative.”

This report is the first in a five-report series that will publish over the next several months:

  • Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
  • Part Two: Aligning Exhibit Sales for Success
  • Part Three: Overcoming Non-Exhibitor Objections
  • Part Four: How B2B Exhibitions are Judged, Where It is Essential to Deliver Results
  • Part Five: Future Plans for Use of the B2B Exhibition Channel

A stratified, random sampling of heads of marketing at North American organizations from ResearchNow/SSI’s (now Dynata) online business panel were invited to complete the survey late summer through fall 2018. This sample was stratified to ensure a representative mix of heads of marketing by CEIR industry sectors as well as by organization size. Half of the sample includes heads of marketing at organizations that have not used the B2B exhibition channel and the other half have included it in their marketing channel mix. A total of 382 valid surveys were completed, with an estimated response rate of five percent. Total results are accurate at the 95 percent confidence level, carrying a margin of error of 5 percent or less. For results comparing opinions between heads of marketing at organizations that exhibit and those that do not, the margin of error is 7 percent or less.

IAEE members and CEIR subscribers may access Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs—as well as the CEIR library and various reports—at no cost.

The Center for Exhibition Industry Research (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. For additional information, visit www.ceir.org.

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