The Center for Exhibition Industry Research (CEIR) has released the third fact sheet in the new study series that reveals that marketing executives find business-to-business exhibitions uniquely valuable.
The data for this study was obtained from an online survey of marketing executives across industry sectors who are involved in marketing and promotions decisions, including deciding whether to exhibit at exhibitions. Target companies included those that exhibited in at least one business-to-business exhibition in the past two years. A total of 298 executives participated from a sample of 14,636, for a response rate of 2.1 percent.
Ninety-nine percent of surveyed marketing executives identified a unique value of business-to-business exhibitions that is not provided by other marketing channels. The most popular value is the ‘ability to see a large number of prospects and customers over a short period of time,’ selected by 60 percent of executives.
“This result is impressive in light of the many options available to marketers,” said Nancy Drapeau, CEIR research director. “The ability to meet face-to-face with a critical mass of an organization’s prospects and customers in a compressed timeframe is a highly coveted value unique to business-to-business exhibitions.”
On November 10, 2011, the Center for Exhibition Industry Research (CEIR) announced the release of results from The 2011 Changing Environment of Exhibitions Study, which explores how the exhibition industry is evolving and provides key market insights on opportunities and threats.
Findings document the current and planned use of the full array of available marketing, communications and sales tactics; positioning of business-to-business exhibitions in this mix; current high-priority marketing and sales objectives and perceived value of using business-to-business exhibitions to achieve them, as well as the factors that drive the decision to exhibit or pull out of an exhibition.
This document, Exhibitions Offer Unique Value Not Provided by Other Marketing Channels, is the third of 10 separate fact sheets that will be released with actionable suggestions on how organizers and exhibitors can use the results to enhance their business objectives.
CEIR’s online research library, available at www.ceir.org, offers industry professionals an array of tools to assist in the planning and marketing of exhibitions for organizers, exhibitors and suppliers. Industry trend data is also a trusted source for press, consultants and the financial community.