Feb 25, 2018
Are you looking to learn about the latest trends in the trade
show event industry? In this special ExhibitorLive episode,
Nancy Drapeau, Senior Research Director at Center for Exhibition
Industry Research (CEIR) shares how her organization conducts
objective research to provide trade show state of the industry and
trends. CEIR is a not for
profit organization and offers over 100 reports including the CEIR
index which includes 14 business sectors. Listen and hear how
they provide key insights on the value of face-to-face marketing
for industry stakeholders including exhibitors, attendees,
associations, organizers, and suppliers. If you want know
where the industry is going this interview is just for you!
8 Trade Show Industry Trends and
- CEIR Industry Index: There is a correlation
with how well the trade show industry is doing with the GDP and
currently the industry is growing at a more moderate.
- Trade Shows Continue to Deliver: Companies
still see the value for the chance to have face-to-face
- Marketing Spend Decisions: In 2017 among
companies that exhibit, over 40% of marketing budgets are allocated
to trade shows.
- Digital Channels: 68% of Exhibiting companies
use 1 or more digital channels for their trade show strategy.
- Marketing Budgets Aren’t Growing: The budget
spend on the trade show channel has remained constant even when
exhibitors have been asked to do more with less marketing
- Top 2 Reasons Why Companies Exhibit: Sales
Lead Generation and Branding remain the top activities why
- New CEIR Engagement Study: Over 900 exhibitor
responded to the study which looked at what organizers are offering
and what exhibitors offering for engagement. For example: At
a large equipment show, one company created a 3D Excavator and did
live demonstrations at the show.
- Engagement Gaps between Exhibitors vs.
Organizers: Exhibitors see the value in new product
showcases because decision makers go to see what is new. Show
organizers don’t always offer a new product showcase as an
Face-to-Face Marketing: “People do business with People”
CEIR ExhibitorLive Session R604: Nancy
will be speaking session on Thursday, March 1st about how
engagement starts before the event: pre-event, onsite and post show
and what companies are doing that works. She will be discussion why
attendees go and why companies going to trade shows. Session
attendees will find out what to stop doing if there activities that
aren’t delivering success at exhibiting. During ExhibitorLive
visit CEIR’s exhibit at 404 to find more information and
Resources: www.ceir.org and if anyone has a question
for Nancy, reach out to her firstname.lastname@example.org.
If you would like to take your trade show program to the next
level find more tips and advice at www.rockyourtradeshow.com
and reach out
to me, I would love to help you!
Credits: A big thanks as always to Christy
Haussler at Team Podcast
for editing this episode!