The Center for Exhibition Industry Research (CEIR), an organization providing industry-leading research on the North American exhibitions and events industry globally, announced March 3 the release of its report, The Marketing Spend Decision. This study profiles marketing channel spending of business-to-business exhibitors from small- to large-sized organizations across all exhibition industry sectors.
“This report offers exhibitors an invaluable tool to determine whether their marketing expenditures, objectives for exhibiting and success metrics align with industry norms,” noted CEIR President and CEO Brian Casey, CEM. “The results of this study affirm the enduring value of business-to-business exhibitions.”
There is no more powerful vote of confidence in the value marketers place in a given channel than how much of their finite marketing budget they are willing to allocate to it. This reports shows that among organizations that participate in business-to-business exhibitions, the average marketing budget allocation for these exhibitions is 41 percent.
“CEIR is the go-to resource for exhibition industry research,” said EDPA Executive Director Jeff Provost. “This particular report is of high value to exhibitors, suppliers and exhibition organizers. EDPA along with its six member co-sponsor companies is pleased to provide the funding to make this vital research possible.”
- Top ranked important objectives for exhibiting;
- Success metrics to evaluate the outcome of exhibiting;
- Marketing spend allocation across all marketing channels;
- Number of exhibitions participated in 2012 and projections through 2015;
- Typical booth sizes from 2012 and projections through 2015; and
- Median spending per exhibition estimate.
Online survey results are based on a study conducted by CEIR during fall 2014, polling a sampling of exhibitors from lists provided by Freeman, GES and Shepard Exposition Services. A total of 641 exhibitors responded.
For more information, visit www.ceir.org
Download: The Marketing Spend Decision