GES and CEIR teamed up to understand how companies are spending their exhibit dollars, and how they measure success

1. How Exhibitors are Boosting Business
IS YOUR STRATEGY According to the Center for Exhibit Industry Research (CEIR) 2012 spend decision
report, the importance of exhibits within the marketing mix has grown significantly
ON TARGET? since 2009. The reasons companies exhibit and their methodologies have shifted.
The industry is changing and growing, and companies are seizing the opportunity.
Digital Strategies Increase
Digitalstrategies increased
in importance.
Importance
Channels Deployed Most Frequently
Funding is on the rise.
Exhibit Allocation within Marketing Budgets
Email marketing / Online Websites / Social media
promotion advertising microsites sites
A substantial number of respondents integrate digital
media into their exhibit marketing plan, but preferences as
to which tactics differ. Most exhibitors pursue at least three
of these marketing channels.
The bump is appropriate considering that no other single marketing tactic garners
as much attention or expectations for building business as exhibitions.
Key Measures of Success
{ } Brand awareness
{ } Qualified sales leads generated
Sales closed after the show
}
Existing customers met
}
}
}
The importance of R & D is
significantly elevated.
Objectives for Exhibiting at B-to-B Exhibitions
R&D 2010 Spend per exhibition decreased.
2011
4
Average spend per exhibition in 2011 vs.
Launch/promote new products/services 2009 dropped four percent. However,
some subgroups such as those who %
participate in fewer exhibitions spent
Build product/company brand awareness significantly more.
Get the complete data,
Meet with existing customers
Reach/identify new customers/sales leads insights and analysis.
The rise in research indicates the importance exhibitors place on understanding
Order the CEIR Report today
dynamic markets.
at ceir.org/SpendDecision.
© 2012 Global Experience Specialists, Inc. (GES)