CEIR Report: How Do Exhibitors Spend Their Marketing Dollars?

In a series of special reports, the Center for Exhibition Industry Research recently released its latest one – “The Marketing Spend Decision”.

This study profiled 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,” said CEIR President and CEO Brian Casey, CEM.

He added, “The results of this study affirm the enduring value of business-to-business exhibitions.”

More than 640 executives from organizations that exhibited at trade shows answered the survey.

Ninety percent of those surveyed said the top ranked important objectives for exhibiting were the following:

To reach/ identify new customers/sales leads;

Build product/company awareness;

Meet with existing customers

Though both marketing and sales metrics were used by an overwhelming percentage of exhibitors to evaluate the success of exhibiting, sales metrics prevailed as the most important success metric to management, according to 78 percent of surveyed executives.

– See more at: http://www.tsnn.com/news-blogs/ceir-report-how-do-exhibitors-spend-their-marketing-dollars#sthash.qwRTO9N0.dpuf