WORLD - Exhibition organisers will increasingly need a dual strategy for mature and emerging markets to provide exhibitor value in 2015 and beyond, a new report claims.
Events industry consultancy firm AMR International’s new white paper, Winning Exhibition Strategies in 2015 and Beyond, says two factors are combining to mount a structural challenge to exhibitor value: The decline of total visitor time at events; and the steady march of prices per square foot.
“With visitor time-at-show in structural decline, shows need to compete more effectively for share of visitor time,” the white paper stated. “As well as a segmented marketing approach that reaches and delivers high-quality visitors to the show, organisers will need to provide these visitors with a more targeted, streamlined and value-added experience.
“Additionally, winning organisers will increasingly be those who extend their contact with visitors outside the show.”
While square feet sales continue to offer growth opportunities for organisers establishing a presence in emerging trade showmarkets, AMR pointed out mature markets require a broader skill set to drivelong-term growth.
“With an increasing number of resources and tools competing for share of both visitor time and exhibitor marketing budgets, organisers are increasingly challenged to demonstrate clear value to both groups,” the AMR whitepaper claimed.
“Launching and acquiring in dynamic high-growth sectors will continue to be at the heart of winning exhibition strategies. However, in addition to this core competency, AMR believes that organisers may need to compete more aggressively for share of visitor time and, by extension, exhibitor marketing budget.”
The consultancy group claimed the measurability of returns on events will continue to sharpen across the marketing industry, heightened by the rise in digital media tools and platforms offering transparent ROI.
According to an IBM chief marketing officer’s report last year, the seven most important measures to gauge marketing success by 2015 are led by marketing ROI (63 per cent), customer experience (58 per cent) and conversion rate/new customers (48 per cent).
“Digital is not a direct substitute for face-to-face. However, it does enable the data and tools for organisers to engage audiences beyond the constraints of the show venue and dates,” the white paper explained.
The report was launched at the SISO CEO Forum in San Diego on 25-28 March.
AMR recently presented on the exhibition centre of the future at the 78th annual UFI Congress in Spain last November.
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