AMERICAS - Business-to-business exhibitions are an integral part of a company’s marketing mix, a new report from the Center for Exhibitions Industry Research (CEIR) has revealed.
The results, part of the ‘Changing Environment of Exhibitions Study’ were released at Expo! Expo! the International Association of Exhibitions and Events' annual meeting and exhibition in Las Vegas.
“We hope organisers use the results from this study to help in planning efforts aimed at assuring exhibitions are in line with what exhibitors are striving to achieve,” said CEIR research director Nancy Drapeau.
The data for this study was obtained from an online survey of 298 marketing executives involved in marketing and promotions decisions, including deciding whether to exhibit at exhibitions. Target companies had exhibited in at least one B2B exhibition in the past two years.
“These findings affirm that business-to-business exhibitions continue to be a medium that is hard to beat when done well,” said ConvExx chairman and veteran exhibition organizer Chuck Schwartz.
“Organisers can never rest on their laurels. To succeed, they need to work hard on each edition. They need to make sure they are bringing the right buyers and sellers to the show, keep content fresh, invest in efforts to bring in new buyers and sellers every year.”
Earlier this month, CEIR released a study which found that visitor quality is the main driver behind the decision to exhibit at an event.
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