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Industry News - Research Reveals Important Forecasts, Goals, Tactics and Metrics

by Nomadic Display 13. January 2010 21:02

Many exhibitors are planning their 2010 trade show and event programs. The Center for Exhibition Industry Research released 3 new studies recently that may influence your plans - - here are the highlights.

  • Marketers truly value exhibiting at B2B events and anticipate participating in the same number of events in 2010.
  • The average booth size in 2009 was 555 sq ft and exhibitors anticipate their booth size will remain consistent in 2010.
  • Customer relations, new leads and brand/product awareness were considered the most important objectives for participating in B2B exhibitions.
  • Of the most used promotion activities, giveaways were rated the most effective for driving traffic to exhibitors’ booths, followed by show signage and e-mail.  
  • Of the least used promotion activities, social networking was rated the most effective, followed by coupons.
  • Young professionals make up the growing share of your target audience. They have the power to make buying recommendations today but will have purchasing power in the near future.  To attract these attendees to your display consider their preferences:
    • to receive exhibition information through technology-driven communications including email, social media and web sites
    • to learn about products/services related to their job or that will solve a problem at work
    • to visit exhibits that are interactive vs static
    • to view one-to-many style presentations vs “hard sell” one-to-one approaches
  • When asked about the most important metric to evaluate event success, 80% of executives responded it was sales and 70% of exhibitors indicated it was the number of qualified leads.

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