CEIR is committed to providing exhibition industry professionals with timely and actionable business insights that give them the tools to maximize the success and profitability of their events. In order to assure that exhibitions remain a highly valued and frequently used channel for marketing and sales activities for businesses across industry sectors, it is essential to actively monitor the wants, needs and attitudes of young professionals, ages 20 to 39, or the Gen X and Millennial generations. These professionals are in the workforce and will continue to move into key decision-making roles as Boomers exit for retirement.

A few selected research findings from the study are:

• For a majority of young professionals the motivation to attend exhibitions is to acquire education that will help them be successful in their jobs (51%) and industries (50%). Networking with prospective customers (40%) and vendors (26%) are the next prevalent motivators.
• Seven out of 10 young professionals reported their expectations and learning objectives from the exhibitions they attended were met.
• Young professional opinions of exhibitions are generally positive. Nearly half (49%) of surveyed young professionals hold a high opinion of exhibitions, giving a rating of 8 to 10; while 44% have a softer, positive opinion, giving a score of 6 or 7. The level of negative perceptions of exhibitions is negligible, with only 7% assigning a score of 5 or lower.

If you are a young professional, we would encourage you to tell us your opinions about the trade shows you have attended.  Please use our comment tab.

How are you bringing innovation to your show? Please share with us your best practices in this arena in the comment box below.

Business-to-business exhibitions are well-positioned to serve the most urgent sales priorities companies are striving to achieve today: existing and prospective customer relationship management and engagement efforts.

In fact, one of the research findings shows this:

The data shows that exhibitions are highly valued by executives in helping their companies achieve these goals.
To obtain a copy of this Fact Sheet, please click here.

CEIR President and CEO Doug Ducate shares some highlights from the study in the following video:

In speaking with Nancy she adds these comments:

As Doug has explained in the video, this report is a repeat of a study done in 2009. We will report on trends, what has changed, what remains the same compared to 2009.

The findings provide more clarity about what the industry has gone through since 2009, the economic collapse, its impact on the industry and outlook moving forward.

The research will answer the question about what piece of the marketing pie exhibitions capture – have business-to-business exhibitions lost out to other, competitive channels?

With a chuckle in her voice she told me, “I can’t give you the answer now! What’s the fun in that? I’d be letting the cat out of the bag! I encourage those who are interested to sign up, the webinar is free. “  Sign up now before all the spots are taken. The webinar is 80% full!

We look forward to having you on the webinar!

Below is a chart from that report:

The survey sample shows that 85 percent of executives say the number of exhibitions will hold to current levels (60 percent) or will increase (25 percent).

To obtain a copy of this Fact Sheet, please click here.

The state of the state speech was the governor’s wish list, things — some big and some small — that he would like to see happen on his watch. And even though the state is broke, Cuomo is dreaming big.

“Let’s build the largest convention center in the nation, period,” Cuomo said to applause.

That’s right. Cuomo wants to attract shows, conventions and tourism dollars by building a massive hotel and convention center at Aqueduct racetrack — and he’s willing to spend $4 billion to attract a private developer to do it – probably the same company that built the recently opened Aqueduct racino.

“It will be all about jobs, jobs, jobs … tens of thousands of jobs building the number one convention center in the country,” Cuomo said.

In a conversation with Doug Ducate last week, he weighs in on the discussion.  Here is what he has to say:

Please let us know your thoughts on this subject by commenting.

Gentlemen:

The 31 December issue of The Wall Street Journal reprinted a portion of an article about convention centers originally published by Steven Malanga in the City Journal Winter 2012 issue. The opening statement in the article that claims convention business has been in decline for two decades is incorrect.

The benchmark data for the convention and exhibition industry was published in a paper written by Bob Black and delivered in a lecture at Cornell University 19 November 1986. That paper identified 2,733 business-to-business exhibitions held in 1986 with 41.4 million attendees.

A second benchmark study of the exhibition industry was published by the Center for Exhibition Industry Research (CEIR) in 2001. The CEIR Industry Census identified 7,933 business-to-business exhibitions held in 2000 with 59.6 million attendees. Clearly an increase of 190 percent indicates significant growth in the 1990’s.

The CEIR Census was updated as scheduled in 2010. That edition identified 8,962 business-to-business exhibitions with 61 million attendees. Despite the economic declines in 2001-2002 and again in 2008-2010, the exhibition industry recorded continued growth in the number of events during these periods.

Since the first, purpose-built convention centers opened in the 1960’s following the completion of the interstate highway system and the commercial introduction of the jet airplane, the exhibition industry has thrived and shown resistance to decline during economic downturns and resilience in recovery following a downturn.

Perhaps next week while you are covering the largest annual convention and exhibition held in the U.S., the Consumer Electronics Show, you can find an opportunity to correct the record on the industry performance for the last two decades.

Here are two videos of Doug discussing this issue.


Please feel free to share your opinions on this topic by commenting.

Another important fact was cited in this research, 77% say that cultivating customer loyalty is more important than it was prior to 2008.

Last week we shared the Forbes online publication written by Consumer Electronics Association President and CEO Gary Shapiro titled: Want Innovation? Go to a Tradeshow.  In the article he outlines the imperative for face-to-face that takes place at a show:

They come to test the mettle of the people with whom they are doing business, to shake their hands, look in their eyes, and assess whether a company’s product matches a company’s hype. Perhaps most important, they come because relationships matter in business and, despite the worldwide reach of the Internet, a relationship cannot only be electronic. It must be personal.

This personal component to International CES – or any trade show, for that matter – is what makes it a living, breathing entity. It’s an experience that requires five senses. Some may scoff and wonder why in the age of technology and the Internet live face-to-face events even exist. Yet they not only persist, they also prosper because people, relationships and first-hand impressions matter. Five-sense interaction beats the Internet for creating a big picture view, allowing serendipitous discovery, developing trust, and evaluating people and products.

The various stages in the sales cycle, from prospect discovery to strengthening an existing customer relationship can be enhanced by time on the show floor.  Face time matters.

To obtain your copy of Exhibitions Foster Business Relationships, please click here.

We all know that CES is a huge show and dominated by big players in the consumer electronic industry.    There are approximately 2,700 exhibitors at this year show  and not all of them have enormous booths.  There are the smaller exhibitors who are hoping to make a splash in a very large pond and compete with the big boys.  Gary notes how important CES is to the growth of a small company:

“Bill Gates once told me that Microsoft was made by trade shows like CES. Indeed, every large company started as a small company that needed to attract investors, partners and customers quickly and efficiently. The best place to accomplish all three? At a trade show. Indeed, the entire CES is run with a basic principle: that anyone with an idea should be able to present it inexpensively. Companies and careers have been made at trade shows – and our world has been changed by them as well.”

CES is leading the innovation wave by having a spot for the smaller exhibitor, who might be overlooked.  This year, CES added Eureka Park, which will provide approximately 100 start-ups a special exhibition at the show.

The Eureka Park is a specialized TechZone exhibit area that provides a unique exhibiting opportunity to launch a new product, service or idea. In partnership with the National Science Foundation, CNET, Startup America and UK Trade & Investment, Eureka Park will be the premier destination at the show where retailers, venture capitalists, manufacturers and other key attendee groups can find the budding entrepreneurs, fledgling start ups and home grown innovation.

CEIR research supports the fact that future growth of the exhibition industry will come from the smaller exhibitor.  In the recently released report, The Changing Environment of Exhibitions, the study found:

• Growth moving forward is apt to come from small to mid-sized companies.  Companies with annual revenues of $5 million to $24.9 million have increased the number of exhibitions today (45 percent) or plan to in the next several years (52 percent) compared to roughly 30 percent of companies with $100 million+.

These smaller companies are seizing the power of exhibitions and propelling themselves into the marketplace. To access the 10 fact sheets reporting key findings from this study, click here.

We wish CES the very best and know the show will continue to be the leader in our industry.

New business development is always a priority for any company.  Having a robust sales funnel that has qualified prospects is the goal for tall sales endeavors.   Exhibiting at a show can aid this goal.

In the recently released research report on The Changing Environment of Exhibitions, one fact has emerged that demonstrated the unique value of exhibitions.  The survey sample was asked about exhibitions compared to other marketing and sales channel activities.  The chart below shows the results.

The ability to see a large number of prospects and customers in a short amount of time can compress the sales cycle for those exhibitors who come to the show prepared and execute the proper follow-up after the show.  Trade shows can be the start of new business relationships as well as strengthening existing ones.

Exhibitions are one of the tried and true marketing tactics in the tool box.  If applied correctly they can transform a company’s image, add new business and demonstrate they are a heads and shoulder above the competition.

This CEIR report can be found at here.