A recent report by the Center for Exhibition Industry Research (CEIR) examines the spending decisions and metrics exhibitors use to gauge their success. To give you results at a glance, we created an infographic highlighting key findings of the survey report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget. Two things are abundantly clear: Measuring increased brand awareness represents a top, critically important success metric for exhibitors, and a large percentage of exhibitors use digital marketing to advance their reach from the exhibitions they attend.
The report may indicate the final death knell of previous recessionary thinking. In the past two years, exhibitors focused more on meeting existing clients to keep their brand visible than on building brand awareness. Now pursuing new clients and heightened brand visibility take top billing.
For some time now, we’ve seen companies using digital marketing to build sales and extend relationships, but not all of these efforts are integrated with other strategies. CEIR’s research indicates an increasing recognition that digital is more relevant – perhaps even more cost effective when campaigns are properly constructed and executed. The report also provides insight into which strategies hold the most attention in today’s market and provides data for specific market segments that fit your circumstances.
To order the complete report, visit ceir.org/SpendDecision.
Download a PDF to print here.
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