By Nancy Drapeau, PRC, CEIR Research Director
In today’s frenetic, fast-paced world, where business professionals are time-starved, forced to do more with less and the demands placed on their time keep piling up like a mountain under threat of an avalanche, business-to-business, brand marketers struggle to get the precious, in-person face time with their prospects and existing clientele.
When an exhibition is done well, where the event brings the buyers and sellers ‘under one roof,’ where it is truly a meeting of the industry, whether on a regional, national or international level, it provides an oasis to brand marketers, a setting to complete multiple, important objectives in a compressed time frame. Bottom line, it can deliver a time and cost efficient way to get many objectives done.
In CEIR’s Changing Environment of Exhibitions study, almost all exhibitors surveyed, 99 percent, identified one or more aspects of exhibiting that are unique, that are NOT replaceable by other channels. Telemarketing, digital, direct mail and the like can deliver certain benefits but the exhibition channel, for those who invest in this medium understand its power. The top-ranked, unique values of exhibiting speak to the ROI of participating, including:
- The ability to see a large number of prospects and customers over a short period of time (60%)
- Face-to-face meetings with prospects and customers (51%)
- Ability to meet with a wide variety of players face-to-face (47%)
There are more key values identified in the full report, is available by going to: Exhibitions Offer Unique Value Not Provided by Other Marketing Channels