Welcome readers,

In this issue we focus on trade show and event marketing industry trends – as revealed by recent research.

We had the good fortune to have Michael Hughes, Director of Research for Tradeshow Week, present his findings about the Future of Trade Shows at our own Skyline Expo, a national sales conference. 

Here are a few nuggets from his presentation that may give you insight into the current and future state of trade shows – and how some exhibitors are adapting to succeed.

Enjoy the read and thank you for your time.

Marc Phibbs - Vice President, Marketing

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
  

Source:  Michael Hughes, Associate Publisher & Director of Research Services

Reader Tip

I've been doing marine trade shows for 9 years, and the VERY first thing I do after set up is go to every booth of our major competitor's, collect their brochures, do a quick read and highlight their new policies and offerings, so I have ready answers to questions like, "So why should I use your services over XYZ?"  We will even occasionally be 'fast followers', and develop new services to meet or beat the competition.  We stay sharp, and both we and the customer win.

- Christine Chinchen, America's Best Charters, ABC Yacht Charters

Get Skyline's Trade Show Marketing Idea Kit

Great collection of ideas to power your trade show marketing program to the top – in this 86-page reference book. Yours at no cost, just request your copy today.

Skyline Exhibits
3355 Discovery Rd
Eagan, MN 55121
Phone: 800-328-2725
www.skyline.com

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