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Tradeshow Week’s 2005 Trends Research
Key Trends Among Exhibitors:
Collectively, exhibitors expect total event marketing spending to increase by 3% in 2005.
Average event marketing budgets as a percentage of total company marketing expenditures: 29%
Exhibit management has moved from a logistical, tactical role to a strategic marketing position.
Exhibit floor continues to change from product- to people-centric medium.
Attendees increasingly visit exhibitions to assess “the people behind the brand” -- attendees are well informed about exhibitors before shows by Internet and other marketing
Primary Exhibit Marketing Goals:
1. (tie) Gathering Leads
1. (tie) Brand and Awareness
2. PR and Media Impact
3. Providing Audience Education and Interaction
How do Exhibitors Select Events?
1. (tie) Lead gathering opportunity
1. (tie) Tradition, we go to same shows annually
2. Perceived ROI or ROO potential
3. Attendee demographics
4. If competitors are participating
5. Attendance numbers and projections
Exhibitor Challenges: Booth Design and Drayage
Challenge: keep the booth “fresh and cutting edge while sticking to the show budget”
Design and drayage costs are seen as easier to control
73% of exhibitors “very closely” and “somewhat closely” track the weight of their exhibits and materials
More common: lighter metals, fabric, lighting and sound
Modular and portable exhibit houses are generally in a stronger position than pure custom houses
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