The Center for Exhibition Industry research says nearly 34 percent (33.9) of companies' marketing budgets were allocated to exhibitions in 2009, compared with almost 36 percent (35.8) in 2008, according to a new study — The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget.
Executives report spending between $29,000 and nearly $38,000 per b-to-b exhibition in 2009, with a median spending level of $18,500 per event.
According to the survey, the most important objectives for exhibiting at b-to-b exhibitions are:
Sales metrics were found to be key in evaluating the success of participating in an event. Nearly eight out of 10 executives (78 percent) indicate a sales metric is the only or most important metric used, with new sales leads (38 percent) and number of sales closed after the show (28 percent) most mentioned.
Executives report spending between $29,000 and nearly $38,000 per b-to-b exhibition in 2009, with a median spending level of $18,500 per event.
According to the survey, the most important objectives for exhibiting at b-to-b exhibitions are:
- meeting with existing customers (96 percent)
- uncovering new leads (94 percent)
- conducting general company/brand promotions (93 percent)
- new product launches (86 percent) and
- the perceived importance of being at given events (83 percent).
Sales metrics were found to be key in evaluating the success of participating in an event. Nearly eight out of 10 executives (78 percent) indicate a sales metric is the only or most important metric used, with new sales leads (38 percent) and number of sales closed after the show (28 percent) most mentioned.
The only statistically significant change in funds allocation from last year that the study found is for general online marketing, which grew from 6.5 percent in 2008 to 9.0 percent in 2009.
David Siegel, CAE, IOM
Minnesota Restaurant, Lodging and Resort & Campground Associations
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