Last week, the Center for Exhibition Industry Research (CEIR) released an update to the 2009 report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget, which provides an analysis of the changes and trends in the exhibition industry during the past several years, how the economy has impacted the global industry, and the outlook for the near future.
Top line findings were discussed at a webinar conducted by CEIR’s Research Director Nancy Drapeau, PRC. To access the archived version of this webinar, go to https://www3.gotomeeting.com/register/152746366.
Nancy makes this statement about the report:
“Results point to the resiliency of the business-to-business exhibition industry. The marketing channel spend allocation has held and increased during these challenging economic times. It has not lost allocation to competitor channels. Starting in 2010, the percentage allocation increased to 40.2 percent compared to 33.9 percent in 2009 and has held at this higher level, with a 39.2 percent allocation in 2011. It is a testament to the high value marketers place on participating in these events.”
Findings do uncover negative effects from the economic collapse. Marketing budgets have contracted, therefore despite increases in the percentage allocation to business-to-business exhibitions; this percentage of a smaller marketing budget translates into overall spending that is flat, or a little less. The median spending per exhibition is $17,708 in 2011 compared to $18,500 in 2009.”
How do your company’s numbers compare to theses median figures?
Research Background
The total results were based on a survey completed in September 2011 by nearly 300 marketing executives who exhibited in at least one business-to-business exhibition in the past two years and have a minimum of $10 million in annual revenues. Based on their responses, the results provide insight into how marketing funds are allocated to business-to-business exhibitions, their objectives for participating and how they plan to measure success.
The report is an important update for our industry. For your copy, please click here.
