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Numbers, Stats & Reality!

October 20, 2016

According to the results of EXHIBITOR Magazine's 2016 Economic Outlook Survey which gauged the opinions, expectations, and experiences of nearly 400 exhibit and event professionals, 2016 is likely to be a repeat of last year in terms of show schedules and budget allocations. But with one-half of respondents considering new builds in the next 12 months – and 85 percent anticipating larger returns on their exhibit-marketing investments than in 2015 – it appears face-to-face marketers are still mostly optimistic, despite slower-than-desired economic increases.

A recently released report from the CENTER FOR EXHIBIT INDUSTRY REASEARCH shares that the majority of exhibiting companies need to engage in extensive marketing efforts to comprehensively reach their primary target audiences in specific industry sectors and job titles.
Results show exhibitions are highly valued by exhibitors facing these marketing challenges.

CEIR reported nearly nine out of 10 companies are confident that their trade show programs will achieve better results this year than last, citing everything from improved execution to redesigned exhibits as justification for their optimism. Some of the methods companies plan to implement, according to the EXHIBITOR trend survey include shifting from National Events to a greater push on Regional shows; smaller spaces but more of a push on the environmental design and activities within the booth space; owning and controlling certain exhibit items that formerly were rented from show services as pricing has gotten out of hand; a greater push on communicating and quantifying the value of show programs to Management and doing a better job at determining objectives and recasting measurements of success away from an immediate sales related ROI.
The CEIR study, “2016 Changing Environment of Exhibitions” concluded that “Companies that require extensive effort to market to specific industry sectors and job titles can count on exhibitions to deliver. The power of face-to-face marketing for exhibitions that deliver these audiences is hard to match.”

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