The US-based Center for Exhibition Industry Research (CEIR) has released the second report in its latest series, providing insights from marketing leadership at organisations in North America.
Aligning Exhibit Sales for Success takes a close look at the decision-making process when deciding whether to exhibit at a B2B exhibition.
Results are based on surveyed heads of marketing at organisations that use the channel in their marketing mix. The report also pinpoints where these heads of marketing find B2B exhibitions deliver high value in helping them achieve their organisation’s urgent marketing and sales objectives.
“This short report evaluates who is apt to be involved in deciding to exhibit at an exhibition, and how the decision-making process varies, contingent upon whether it is a new or repeat event,” said CEIR Vice-President of Research Nancy Drapeau.
“It includes powerful data that makes the case of the value of using the face-to-face channel to achieve the most popular, important objectives for exhibiting.”
“Business-to-business (B2B) exhibition organiser sales leadership and their staff will benefit from this data,” noted CEIR CEO Cathy Breden. “It can serve as the basis to discuss an event’s sales processes and brainstorm ideas on how to refine exhibit sales efforts to convert more prospects to first-time exhibitors. It also speaks to the critical importance of following a game plan that aims to maximise exhibitor retention.”
“Understanding what heads of marketing think about the B2B exhibition channel is critical to the health and viability of the channel,” said David Audrain, Executive Director of the Society of Independent Show Organisers (SISO), which sponsored the study. “SISO is proud to underwrite this important initiative.”
The CEIR report includes easy-to-use scripts of relevant CEIR data for exhibit staff to mention when making the case. This report provides results relating to:
- Job titles of those involved in the decision to exhibit;
- Budgeting process for exhibiting;
- Departments handling logistics after the decision to exhibit is made.
The value assigned to using B2B exhibitions for the most urgent marketing and sales objectives that tie back to the three most popular important objectives for exhibiting – sales lead generation, branding efforts and relationship management.
The Head of Marketing Insights Series includes five reports. This is the second in the series to be released.
SISO Members can click here for instructions on how to obtain their free report.
