Explori, Exhibitor Group, and The Exhibitor Advocate have released a state-of-the-nation report that provides insights on the exhibition industry from the perspective of exhibition marketers.
This report conducted by live event research specialists Explori is the culmination of extensive quantitative research and represents findings from 255 exhibition marketers currently running event programmes for organisations of all sizes covering a range of industries.
The report’s aim is to provide deep understanding of the current challenges, strategies, and opportunities facing marketers who either have direct decision-making power or advisory influence over the decision to exhibit at trade shows.
Overall, the study found that exhibitions remain a valued sales and marketing channel among event teams and their senior leadership. However, the global inflation situation, along with increasing exhibiting costs, are changing the way spend is distributed between events or decreasing per-event spend on in-person events for 2023. Budget cuts for exhibition-related activities are looming for those who are struggling to clearly demonstrate ROI against business and commercial objectives.
Commenting on the report, Mark Brewster, CEO of Explori, stated: “Many of our clients among both exhibition organisers and corporate event teams have expressed real concerns over the current inflationary conditions.
“There is little doubt that the demand for ‘in-person’ is high and trade shows have bounced back with a vengeance. However, the research identifies a friction between the spiralling costs of exhibit programmes and pressures on budgets, with the absence of measurement data on the real value exhibitions have on achieving business objectives.
“For this reason, when we were approached by the Exhibitor Advocate, we were enthusiastic to deliver and fund this important research.”
Jessica Sibila, Executive Director of The Exhibitor Advocate added: “This report is a game-changer for the exhibit marketing industry. It offers a comprehensive view of the challenges and opportunities faced by exhibit marketers and provides actionable recommendations to drive success.”
Mark Johnson, owner of Exhibitor Group, identified the following standout statistics from the new report:
- 94% of the exhibitors surveyed expect some level of change to their exhibit programmes in the next three years.
- 82% of those planning to exhibit at fewer in-person shows said exhibition-related costs were a factor in their decision.
- 61% of exhibitors say that previous experience at a show is a key factor in their decision to exhibit.
- Exhibitors’ inability to demonstrate event ROI to senior leadership is the greatest internal challenge after budget pressures.
- While many senior leaders view exhibits as a valuable marketing channel, 30% are now unconvinced that they are essential.
‘Exhibit Leaders Insights Report’ is now available for download on the websites of Explori, Exhibitor Group, and The Exhibitor Advocate.
