Based on the most recent studies from the Center for Exhibition Industry Research, the future of exhibitions continues to be bright. At Predict, CEIR�s annual exhibition industry conference held in September in Washington, D.C., a record number of attendees discussed CEIR�s two latest reports from its series on the changing environment for exhibitions. The studies resulted in 10 fact sheets that explore the power of exhibitions from the perspective of exhibitors. Here are several key findings:

Marketers find exhibitions an essential marketing and sales tactic. From a list of 20 possible marketing communications and sales tactics, business-to-business exhibitions rank second as a primary marketing tactic, trailing only behind a company�s website. Of those marketers surveyed, 63 percent of those using exhibitions as a primary marketing tactic plan to maintain their budgets for trade-show participation and 20 percent indicated that they plan to increase their trade-show budgets.

Exhibitions deliver unique value not provided by other marketing channels. The top-priority marketing objectives cited by business executives include building, expanding and reinforcing brand awareness and targeting business sector promotions, new product or service promotions. The top sales objectives cited were relationship management and engagement efforts with customers, key accounts and prospective customers; generating sales leads; and generating orders with existing customers and prospects. Exhibitions allow for face-to-face meetings and the ability to see a large numbers of customers and prospects over a short time frame.

What factors drive the decision to exhibit? The most important factor considered when deciding to exhibit or expand booth size is the quality of the attendees. The promise of positive ROI and positive past performance are the next most influential factors. In order to keep up with these demands, organizers are encouraged to regularly conduct surveys with exhibitors and attendees that will help determine their respective needs. Once an organizer knows which buyers exhibitors want to meet and what products, services and companies buyers want to see, they will be able to plan an exhibition that will be beneficial to both buyers and sellers.

It is imperative that association executives�particularly those who plan exhibitions and conventions�stay up-to-date on the issues affecting the meetings and events industry. In the December issue of Association News, please look for our fifth annual Convention Trends supplement, which will examine some of the most important issues affecting the professionals who organize meetings, conventions and trade shows. For more information on the Convention Trends supplement, please call 877-577-3700.
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Timothy Schneider is the publisher of Association News and SportsTravel magazines, which serve group travel planners responsible for generating 106 million hotel room nights annually. Schneider Publishing also organizes Meetings Quest, America's longest-running series of trade shows for meeting planners, and the TEAMS Conference & Expo, the world�s largest gathering of sports-event organizers. TEAMS �17 will be held October 30�November 2, 2017, in Orlando, Florida. For further information on advertising or sponsorship opportunities, please call toll-free 877-577-3700 or 310-577-3700 if calling from outside the United States.

The current issue of Association News can be viewed in digital format online by clicking here.
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Media Contact:
Timothy Schneider
310-577-3700
Schneider Publishing Company, Inc.