The new CEIR report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget, is an update to its 2009 findings. In this report, an analysis is made of:
- the changes and trends in the exhibition industry during the past several years,
- how the economy has impacted the global industry, and
- the outlook for the near future.
The report covers a number of trends. In today’s post, we will look at one of the findings revolving around measurement.
How are Exhibitors Measuring Their Success?
It is not surprising that leads are the top criteria for measuring success. The vast majority of exhibitors have new business development as the primary reason for participating in exhibitions. Keeping the sales pipeline full of fresh, qualified leads is a top priority.
The report states:
“Although the use of marketing metrics has become more common in tracking exhibition performance, the single-most important metric to a company’s stakeholders continues to be sales driven. The number of new sales leads continues to be the most valued metric (40% in 2011 versus 38% in 2009), followed by number of sales closed after the show (28% in 2011 and 2009).”
Last week, Nancy Drapeau, PRC, Director of Research conducted a webinar in which she discussed the top findings from this study. To access the archived version of this webinar, go to https://www3.gotomeeting.com/register/152746366.
As always, we welcome any of your comments on this report. To obtain your copy of this 38-page report, please click here.
