STUDY: The Value of Trade Shows

The Center for Exhibition Industry Research (CEIR) recently revealed the results from their 2011 Changing Environment of Exhibitions Study, which explores the industry's evolutions in providing key market insights. The results are astounding. The study found that exhibitions and trade shows are highly valued in achieving marketing and sales objectives in the B2B arena.

The CEIR surveyed marketing executives across the industry sectors in charge of marketing and promotions decisions. The response rate was 2.1 percent, totally 298 participating executives.

Study Highlights

*According to the study, 73 percent or more of executives polled rated exhibitions as highly valuable in helping their companies achieve the following marketing objective goals that they identified as a high priority:
    -Building or expanding brand awareness (83%)
    -New product or service promotions or launches (63%)
    -Reinforcing brand awareness (63%)
    -Promotions targeting specific business sectors (58%)
    -Existing product service promotions (45%)

*According to the study, 77 percent or more of executives polled rated exhibitions as highly valuable in helping their companies achieve the following sales objective goals that they identified as a high priority:
    -Existing customer relationship management/engagement (73%)
    -Relationship management/engagement with key accounts (67%)
    -Relationship management/engagement with prospective customers (64%)
    -Generating new sales order with existing customers (57%)
    -Generating new sales leads in general (56%)

*About 40 percent of executives indicate that they are participating in the same number of exhibitions today as they did several years ago. Looking to the future, 85 percent say they will maintain current levels or even increase the number of exhibitions they participate in.

This study is, of course, good news for the trade show industry, but the takeaway here is really for the business-to-business industry. Participating in trade shows and handing out promotional products not only helps with brand awareness, but also overall with key marketing and sales objectives.