Freeman has told EW that its purchase of market research and consulting firm Exhibit Surveys reflects the importance of data for marketing events.
The move supports the company’s goal to continue to grow its resources to support strategy, design and digital by adding an experienced group of researchers with a deep understanding of data and measurement.
“By expanding our research, data and analytics expertise, we will continue to support our clients as they optimize their event investments and prove out the immense value that brand experiences deliver in the overall marketing mix,” said Dan Hoffend, president of FreemanXP.
“Adding Exhibit Surveys to our portfolio gives us unique industry benchmark data, allowing us to help our clients measure return on objectives, and delivers real-time feedback to enhance portfolio strategies and individual events.”
For 50 years Exhibit Surveys has benchmarked the event industry, providing quantitative knowledge as well as programme-specific research and analytics.
Kim Myhre, SVP and managing director, FreemanXP EMEA, said: "FreemanXP’s acquisition of Exhibit Surveys is in recognition of the increasing importance of research, data analytics and reporting that enables our clients to more accurately design and measure the effectiveness of their brand experience campaigns.
“The Exhibit Survey team will work closely with FreemanXP digital and strategy teams to insure that our clients have the data and analysis they need to make informed decisions about their marketing investments."
Exhibit Surveys has conducted research on more than 5,000 exhibitions and events, and more than 10,000 exhibits, and has conducted research and measurement globally on six continents.
“Freeman and Exhibit Surveys’ long history of operational excellence, sustainable profitability and uncompromising customer service align perfectly,” said Skip Cox, Exhibit Surveys’ CEO and president. “We look forward to providing our customers direct access to the largest suite of global services in the industry, the highest quality of work, an unwavering commitment to customer service and the latest technology.”
Exhibit Surveys and its employees will continue to work from their offices in Red Bank, NJ. The company will retain the Exhibit Surveys brand in the marketplace for the immediate future and operate under FreemanXP, Freeman’s brand experience agency.
